Marketing Measurement and Analytics | School of Marketing | ANA

Marketing Measurement and Analytics

Analytics isn’t just about capturing data; it’s about uncovering insights from that data for better decision-making. A brand’s approach to data, measurement, and analytics can make the difference between category leaders and those left behind. Whether offline or online media, single- or multi-channel, the performance within a brand’s portfolio is important as it contributes to the whole. Brands need to meaningfully measure the performance of their work while supporting the needs of the business and uncover the best insights about their customers, products, and services so the business will pull ahead.

This course will cover how to establish and prioritize the right marketing KPIs that align with the business KPIs, how to work with internal teams to gather the right data to measure properly, and review how to analyze and interpret the analytics for insights to ensure both marketing and overall business alignment and growth.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

    • Junior- to mid-level marketers at both B2C and B2B companies that need to measure and analyze marketing results that are a key part of the larger business context
    • Senior-level marketers who lead teams tasked with reporting marketing results that must align with business KPIs

Learning Objectives

  1. Structure and align metrics and KPIs to the strategy and goals of the business with a measurement framework
  2. Determine what data is needed to measure the metrics and create a sustainable approach for data collection
  3. Analyze the underlying forces behind the need for a strong first-party data strategy
  4. Optimize your channels for the best outcomes
  5. Interpret results from your marketing analytics
  6. Uncover insights from analytics and tie them back to the organizational goals

Find out what you will learn from instructor Greg Kihlström in the video below.

Estimated Length of Completion

Approximately 90 minutes. This timing reflects the basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



Greg Kihlstrom

The Agile World

Greg is a best-selling author, speaker, and entrepreneur. He has worked with some of the world’s leading organizations on customer experience, employee experience, and digital transformation initiatives, before, during, and after selling his marketing agency, Carousel30. He has worked with some of the world’s top brands, including Choice Hotels, Coca-Cola, Dell, FedEx, GEICO, Marriott, MTV, Starbucks, Toyota and VMware. He currently serves on the University of Richmond’s CX Advisory Board. Greg is Lean Six Sigma Black Belt certified, and holds a certification in Business Agility from ICP-BAF.

Greg’s book, The Center of Experience (2020) talks about how customer and employee experience can be operationalized into a cohesive brand experience. His podcast, The Agile World, features leaders from top brands discussing marketing, customer experience, and digital transformation.

He writes for Forbes and has been featured in publications such as Advertising Age, SmartCEO, Website Magazine, and The Washington Post. He’s participated as a speaker around the world, and has guest lectured at several schools including VCU Brandcenter, Georgetown University, Duke University, and University of Maryland.