Advanced Marketing Metrics

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Advanced Marketing Metrics On-Demand Register

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In this course, you'll explore advanced financial and marketing tools. Learn how to use profit-and-loss statements and perform related analyses, including break-even, marketing allowable, sales forecasting, and lifetime value analysis. All formulas and analytical methods are explained step-by-step with examples so you can understand the calculations and apply them yourself.


  • Acquisition campaign metrics
  • Retention campaign metrics
  • Putting direct marketing results into context

Approximately 90 minutes - self paced


Profit and Loss Development

  • Components of the Statement
    • Revenues
    • Variable Expense Details

Other Types of Costs

  • Controllable/Non-controllable
  • Incremental
  • Relevant
  • Opportunity
  • Hidden
  • Sunk

Profit and Loss Sensitivity Analysis

  • Break Even
  • Marketing Allowable

Lifetime Value Analysis

  • Reasons to Use and Its Influence
  • Marketing Expenses Involved
    • Acquisition
    • Retention
    • Referral Marketing
  • Discount Rate
Instructor Bio
Heidi Cohen

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