What you will Learn in this Course

Marketing faces uncertainty because of ever changing market conditions. Add ongoing experimentation into your campaigns to gain insights, minimize risk and maximize growth.

The Campaign Feedback Loop

You apply an experimental approach to uncover possibility.

We act. We conduct campaigns.
We measure those campaigns with an abundance of data analytics.
We draw insight from our findings and strategize changes to our campaigns.

(Video Lesson)

Reframing The Funnel

A new look at the funnel though the lens of revenue analytics: Volume, Velocity, Conversion and Value.  As well as the specific metrics that you can use as measurements in each category.  

(Video Lesson)


The Heat Map Assessment

Download and use the Heat Map Assessment tool to do an assessment of how you are applying the Action-Measure-Insight feedback look to a campaign.   The heat map’s conditional formatting with spotlight the areas in most need of attention. 

(Activity Lesson)


Using the results of the self-assessment, select an area for improvement or change that you want to implement in your marketing campaigns. Use the tool to communicate and gain buy-in from others. Integrate the tool into your experimental marketing efforts to perform a checkpoint at any time in the future. 



Course curriculum

  • 1

    Welcome to the course!

    • A message from your instructor

  • 2

    See! A fresh look at marketing campaigning.

    • Reflection Exercise

    • The Action-Measure-Insight feedback loop

    • Re-frame how we measure the revenue funnel

  • 3

    Select! Quickly identify areas to improve.

    • Using a Heat Map Assessment to rate your Campaign impact

  • 4

    Strike! Do this at home.

    • Continue to use the Heat Map Assessment tool in planning future improvements to campaigns

  • 5

    Next Steps...

    • More resources for you

    • Before you go...

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