CIM6MMe: Mastering Metrics
SummaryThis module examines the importance of managing marketing data in effective marketing decision
making. It presents the role of marketing metrics within the organisation and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing
insights and strategic decision making. It provides an appreciation of how measurement techniques,
aligned to business objectives, can establish and determine the effectiveness of marketing activities.
It outlines the value of using appropriate data sources to enable effective marketing analysis, and of
employing appropriate analytics tools and techniques to ensure effective marketing decision making