Marketing Performance and ROI Training Course

Duration 5 days 10 modules · 33 contact hours
Level Intermediate Certificate on completion
Who attends Marketing Managers, Digital Marketing Managers and others
Fee from USD 1,100 KSh 95,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-M-051

Before you join: Participants should have practical experience of marketing campaigns, customer communications, digital channels, budgets or performance reporting.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

Marketing teams are expected to show how activity contributes to revenue, margin, customer retention and strategic growth. Yet reporting often stops at clicks, leads and campaign reach, while finance and senior management need evidence for budget decisions. Poorly defined KPIs, inconsistent data, weak attribution and unclear ownership can result in money being allocated to activity that looks busy but does not create measurable commercial value.

This course equips participants to build a practical marketing performance measurement system. Participants define KPI trees linked to business objectives, set sound metric definitions, assess marketing data quality, analyse funnel performance and calculate customer acquisition cost, customer lifetime value, payback and return on marketing investment. They compare attribution approaches, use incrementality testing principles, interpret marketing mix modelling outputs and develop evidence-based budget recommendations. The course also covers campaign scorecards, executive dashboards, variance analysis and performance conversations with finance, sales, agencies and senior stakeholders.

Teaching combines focused briefings with realistic cases, group analysis, reporting simulations and structured application planning. Participants work with marketing data scenarios drawn from B2B sales, retail, financial services, public programmes and customer retention campaigns. They leave with a reusable marketing measurement plan, KPI dictionary, dashboard wireframe, ROI calculation model and 90-day optimisation roadmap that can be adapted to their own marketing function.

The course is suited to marketing professionals who already work with campaigns, customer data, budgets or reporting and now need to make stronger commercial decisions. It is particularly useful where marketing and finance need a shared basis for evaluating investment, prioritising channels and explaining results to leadership.

What you will be able to do

  • Design a KPI tree linking marketing activity to revenue, margin and customer value
  • Define measurable marketing KPIs using formulas, targets, owners and data sources
  • Analyse funnel conversion, cohort behaviour and pipeline velocity to identify performance gaps
  • Calculate customer acquisition cost, customer lifetime value, payback period and ROMI
  • Compare attribution models and select suitable methods for campaign evaluation
  • Apply incrementality testing principles to estimate causal marketing impact
  • Build executive marketing dashboards and variance narratives for decision-makers
  • Prepare a 90-day marketing measurement and optimisation plan

Benefits of attending

For you

  • Make defensible recommendations on campaign spend and channel priorities
  • Explain marketing results in revenue, margin and customer value terms
  • Identify weak conversion stages and diagnose likely performance causes
  • Challenge misleading attribution claims and agency reporting assumptions
  • Present concise performance evidence to finance and senior management

For your organisation

  • Stronger alignment between marketing objectives, commercial targets and budget decisions
  • More consistent KPI definitions across channels, teams and agency reports
  • Earlier identification of inefficient campaigns and conversion bottlenecks
  • Better evidence for reallocating spend between acquisition, conversion and retention activity
  • Clearer management reporting on marketing contribution to revenue and margin

Course modules

10 modules over 5 days

Participants can structure marketing measurement around commercial objectives, decision needs and accountable ownership.

  • Business objectives translated into marketing outcomes, KPIs, targets and decision owners
  • Balanced scorecard links awareness, demand, conversion, retention and profit measures
  • Leading and lagging indicators distinguish controllable activity from commercial results
  • Metric trees connect channel measures to revenue, margin and customer value
  • SMART KPI definitions specify formula, source, frequency, owner and threshold
  • North-star metrics tested against strategic priorities and customer behaviour
  • Measurement governance assigns approvals, data stewardship and reporting cadences

Participants can assess whether marketing data is suitable for reliable performance analysis and reporting.

  • Data dictionaries standardise metric names, formulas, dimensions and reporting periods
  • UTM conventions identify source, medium, campaign, content and term consistently
  • GA4 event design captures journeys, conversions and consent-aware behavioural signals
  • CRM and campaign-platform records reconciled through customer identifiers and timestamps
  • Data quality checks detect duplicates, missing values, outliers and broken tags
  • Privacy controls apply consent, retention, access rights and purpose limitation
  • Dashboard refresh schedules distinguish real-time monitoring from validated management reporting

Participants can analyse marketing funnels and customer cohorts to locate commercial performance gaps.

  • Funnel definitions align inquiry, lead, opportunity, sale and retention stages
  • Conversion-rate decomposition isolates volume, quality and process bottlenecks
  • Sales-qualified lead criteria agreed through marketing and sales service-level agreements
  • Cohort analysis compares acquisition periods, channels and subsequent customer behaviour
  • Drop-off analysis identifies journey friction using path and step reports
  • Pipeline velocity combines lead volume, conversion, deal value and cycle time
  • Funnel targets calculated backwards from revenue plans and win rates

Participants can calculate and interpret core financial measures for marketing investment decisions.

  • Contribution margin separates revenue from variable fulfilment, media and incentive costs
  • ROMI calculations distinguish incremental gross profit from marketing investment
  • Customer acquisition cost allocated by channel, segment and campaign
  • Customer lifetime value estimated using retention, margin, frequency and discount rates
  • Payback periods compare acquisition spending with monthly contribution margins
  • Budget scenarios model spend shifts, response curves and profit effects
  • Finance assumptions documented for currency, tax, returns and revenue recognition

Participants can select appropriate methods for assessing campaign contribution and causal impact.

  • Last-click attribution limitations examined against multi-touch customer journeys
  • Rules-based attribution compares first-touch, linear, time-decay and position-based credit
  • Data-driven attribution requirements assessed for volume, identity resolution and channel coverage
  • Incrementality tests use control groups, holdouts and pre-post comparisons
  • Geo experiments estimate causal lift where user-level randomisation is unavailable
  • Brand lift studies measure awareness, consideration and purchase-intent movement
  • Attribution results triangulated with experiments, sales data and business judgement

Participants can evaluate campaign and channel results using meaningful efficiency and outcome measures.

  • Media plans translated into reach, frequency, response and efficiency targets
  • Paid search metrics diagnose impression share, click quality and conversion value
  • Social campaign reporting separates engagement signals from incremental commercial outcomes
  • Email performance evaluates deliverability, opens, clicks, conversions and unsubscribes
  • Creative testing isolates message, audience, format and offer effects
  • A/B test designs specify hypotheses, sample sizes, significance and decision rules
  • Campaign scorecards compare actuals, forecasts, benchmarks and corrective actions

Participants can develop budget recommendations using response evidence, marginal returns and risk assumptions.

  • Marketing mix modelling estimates channel contribution using time-series sales data
  • Response curves identify saturation, diminishing returns and efficient investment ranges
  • Scenario planning reallocates budget under revenue, capacity and risk constraints
  • Marginal ROI ranks additional spend opportunities beyond average campaign returns
  • Zero-based budgeting challenges inherited allocations using evidence and priorities
  • Portfolio views balance demand creation, conversion activity and customer retention
  • Budget recommendations state assumptions, confidence ranges and decision implications

Participants can create decision-focused dashboards and explain performance results clearly to management.

  • Executive dashboards prioritise decisions, exceptions, trends and financial consequences
  • Chart selection matches comparison, distribution, relationship and time-series questions
  • Targets, benchmarks and confidence intervals prevent misleading performance conclusions
  • Variance analysis explains plan-versus-actual gaps through volume, rate and mix
  • Management narratives separate observed facts, likely causes and recommended actions
  • Reporting cadences match daily optimisation, weekly operations and monthly governance
  • Dashboard wireframes specify audience, decisions, metrics, filters and drill-downs

Participants can lead evidence-based marketing performance discussions with internal and external stakeholders.

  • Marketing and finance reconcile definitions of investment, revenue, margin and return
  • Commercial cases frame recommendations through options, assumptions, risks and payback
  • Agency scorecards connect contracted outputs to quality, efficiency and outcomes
  • Vendor reporting challenged using transparent calculations, source data and audit trails
  • Performance reviews distinguish accountable owners from consulted decision contributors
  • Escalation thresholds trigger interventions before budget waste or pipeline shortfalls
  • Data storytelling presents uncertainty without overstating causal claims

Participants can produce a practical plan for improving measurement, testing and optimisation over 90 days.

  • Measurement plans map objectives, hypotheses, KPIs, data sources and owners
  • 90-day optimisation roadmaps sequence tagging fixes, tests, reporting and budget decisions
  • Prioritisation matrices rank initiatives by impact, effort, confidence and urgency
  • Test backlogs define learning questions, methods, success thresholds and timing
  • Action registers assign owners, deadlines, dependencies and evidence requirements
  • Governance calendars schedule performance reviews, budget decisions and data audits
  • Personal application plans identify one immediate workplace measurement improvement

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. Marketing KPI tree template
  2. KPI dictionary and data-source checklist
  3. Marketing ROI and payback calculation model
  4. Attribution and incrementality assessment framework
  5. Executive dashboard wireframe
  6. 90-day measurement optimisation roadmap

Who should attend

  • Marketing Managers — need to justify spend and improve campaign decisions
  • Digital Marketing Managers — need consistent channel metrics and attribution evidence
  • Marketing Analysts — need stronger commercial analysis and reporting methods
  • Product Marketing Managers — need to connect launches with pipeline and revenue outcomes
  • Commercial Managers — need a shared view of marketing contribution and budget returns
  • Agency Account Directors — need to report client performance using credible commercial measures

Skills and tools covered

Marketing KPI designROI analysisFunnel performance analysisAttribution evaluationBudget optimisationExecutive reporting

Tools and standards

Google Analytics 4, Customer Lifetime Value, Marketing Mix Modelling, Multi-Touch Attribution

How the course runs

Training methodology

The course uses short instructor briefings followed by cases, data interpretation tasks, group discussions, reporting simulations and application planning. Participants assess campaign, funnel and budget scenarios using KPI trees, ROI calculations, attribution comparisons and dashboard designs. Cases reflect common challenges in B2B demand generation, retail acquisition, financial services retention and public-facing communications. Facilitated discussions focus on assumptions, data limitations and decisions rather than isolated metric calculation. Each participant develops materials that can be adapted for their own reporting and planning cycle.

Requirements and prerequisites

Participants should have practical experience of marketing campaigns, customer communications, digital channels, budgets or performance reporting. They should be comfortable reading basic tables, percentages, conversion rates and spreadsheet calculations. Familiarity with common metrics such as leads, click-through rate, cost per lead or campaign spend is helpful. No advanced statistical knowledge, coding ability, data science background or prior use of specialist analytics software is required. The course explains financial measures and attribution methods from a practical marketing management perspective.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

You should have experience of marketing activity, campaign reporting, customer data or marketing budgets. You do not need advanced statistics, coding skills or specialist analytics qualifications.

Bring a laptop if attending in person, along with examples of the marketing reports, KPIs or budget questions you work with. Sensitive company data is not required; anonymised examples are sufficient.

The course is designed for marketing managers, digital specialists, analysts, product marketers and commercial managers. It also suits agency professionals responsible for client reporting and performance reviews.

Digital analytics courses usually focus on platform reporting and web behaviour, while marketing strategy courses focus on market choices and positioning. This course concentrates on linking marketing activity to commercial outcomes, investment decisions and management reporting.

You can use the templates to improve KPI definitions, redesign campaign scorecards, assess attribution claims and prepare stronger budget recommendations. The 90-day roadmap helps identify the first reporting, data or testing improvements to implement.

The course contains approximately 32.5 contact hours, delivered from 08:30 to 16:30 each day. Time is divided between instructor input, analysis of marketing scenarios, group work, reporting simulations and application planning.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

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