Course Outline 

Module 1: Defining Marketing KPIs & Business Alignment

• Key categories of marketing KPIs: brand, acquisition, retention, revenue

• Linking KPIs to organizational goals & sales outcomes

• KPI frameworks (SMART, OKRs, Balanced Scorecard)
  Case Study: Defining KPIs for a multi-channel campaign

Module 2: ROI Models for Marketing Effectiveness

• ROI formulas for digital, offline, and integrated campaigns

• Customer acquisition cost (CAC) vs. customer lifetime value (CLV)

• Attribution models for ROI analysis
  Exercise: Calculate ROI for different campaign channels in Excel

Module 3: Tools for Tracking Marketing KPIs

• Using GA4 for campaign and funnel tracking

• CRM dashboards (Salesforce, HubSpot) for KPI monitoring

• Power BI & Tableau for visualization and reporting
  Practical: Build a KPI dashboard in Power BI

Module 4: Financial Integration & Executive Reporting

• Linking marketing KPIs with financial metrics

• Budget allocation & cost efficiency analysis

• Building executive-ready ROI reports
  Case Study: Presenting ROI insights to C-Suite

Module 5: Capstone – Building a Marketing ROI Dashboard

• Automating KPI tracking from multiple data sources

• Building real-time dashboards in Power BI or Tableau

• Storytelling with ROI insights for decision-making
  Capstone Project: Design and present a comprehensive marketing ROI dashboard