How to Build an AI Strategy Roadmap Crash CourseHow to Build an AI Strategy Roadmap Crash Course is an intermediate course that teaches you how to create a strategic AI roadmap that delivers measurable business results.
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- Build KPI frameworks that connect marketing performance directly to business objectives and measurable outcomes.
- Learn the difference between KPIs, performance metrics, activity metrics, informational metrics, and vanity metrics.
- Identify misleading metrics and incorrect proxy measures before they lead to poor business decisions.
- Compare ROI-based and investment-based KPIs to evaluate marketing effectiveness from multiple perspectives.
- Use benchmarks and goal planning to add context and improve the quality of your measurement strategy.
- Create a practical measurement framework that supports optimization, accountability, and continuous business growth.
What’s Included In The Course
- Downloadable Resources
- Completion Certificate
- Live Demonstrations
- Activities to Implement
- Real-world Examples
Resources
-> Digital Strategy and Metrics Cheat Sheet
Digital marketing and measurement are changing, driven by more data, depth, and context. Your KPIs should be adapted to be more strategic, objective-driven, and outcome-oriented. This course shows you how to build KPI frameworks that measure real business performance instead of surface-level activity. You’ll learn the difference between KPIs, performance metrics, informational metrics, activity metrics, and vanity metrics so you can focus on the numbers that actually support better decisions.
Through practical examples and measurement frameworks, you’ll learn what makes a KPI useful, how to avoid misleading metrics, and why benchmarks and goal planning matter. You’ll also compare ROI-based and investment-based KPIs and see how different metrics work together to measure business success more effectively.
By the end of the course, you’ll have a practical approach to selecting KPIs, organizing performance metrics, and building measurement strategies that connect directly to business goals.
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The New Marketing KPIs: What Leaders Should Measure Crash Course Outline
- To define what a KPI is and explain why KPIs matter in marketing measurement.
- To identify KPI examples that connect marketing activity to business results.
- To distinguish between diagnostic metrics and activity metrics.
- To evaluate which metrics provide insight into performance versus output.
- To define informational metrics and explain their role in reporting.
- To identify when informational metrics support decision-making without serving as KPIs.
- To explain why KPIs are critical for measuring business success.
- To connect KPIs to decision-making, accountability, and marketing performance.
- To identify the characteristics of an effective KPI.
- To evaluate whether a KPI is measurable, actionable, and aligned with business goals.
- To distinguish between ROI-based KPIs and investment-based KPIs.
- To evaluate marketing performance using profitability and investment efficiency metrics.
- To define vanity metrics and explain why they can be misleading.
- To identify metrics that look impressive but do not measure business impact.
- To explain what incorrect proxy metrics are and why they create misleading conclusions.
- To identify when a metric does not accurately measure the business outcome it represents.
- To explain why benchmarks are important for evaluating KPI performance.
- To compare metrics against benchmarks to identify success, gaps, and opportunities.
- To explain why goal planning is necessary before selecting KPIs.
- To align measurement strategies with clearly defined business objectives.
- To define performance metrics and explain how they measure results.
- To identify performance metrics that evaluate marketing and business effectiveness.
- To explain the relationship between KPIs and performance metrics.
- To organize metrics into a measurement framework that supports business goals.
Course Description
The New Marketing KPIs: What Leaders Should Measure Crash Course is an intermediate course that teaches you how to build modern marketing measurement frameworks that focus on business performance instead of surface-level activity. As digital marketing evolves, successful organizations need KPIs that are more strategic, outcome-focused, and directly connected to business goals. This course gives you the frameworks and practical methods to measure what truly matters.
You’ll begin by understanding what a KPI is and how it differs from other types of marketing metrics. Learn the roles of diagnostic metrics, activity metrics, informational metrics, and performance metrics, and discover when each should be used. You’ll understand why KPIs are essential for accountability, strategic decision-making, and measuring marketing success. You’ll also learn the characteristics of effective KPIs so you can confidently evaluate whether a metric is actionable, measurable, and aligned with your business objectives.
Next, you’ll explore how to build stronger measurement strategies by comparing ROI-based KPIs with investment-based KPIs and understanding when each provides the greatest business value. Learn how vanity metrics and incorrect proxy metrics create misleading conclusions that can distract teams from meaningful performance. You’ll also discover why benchmarks and goal planning are essential for adding context, identifying opportunities, and evaluating success accurately.
Finally, you’ll organize KPIs and performance metrics into a practical measurement framework that supports continuous optimization and business growth. You’ll learn how different metrics work together to provide a complete picture of marketing performance and how to connect every measurement back to strategic business goals. By the end of this course, you’ll have a repeatable process for selecting KPIs, evaluating marketing performance, and building reporting frameworks that drive smarter decisions and stronger business results.
This interactive course includes the Digital Strategy and Metrics Cheat Sheet to help you implement the measurement frameworks and KPI strategies covered throughout the course. It also includes live demonstrations, interactive activities, real-world examples, and practical exercises to help you immediately apply what you learn.
Learning Objectives
- Define KPIs and distinguish them from other types of metrics
- Identify vanity metrics and incorrect proxy metrics
- Evaluate what makes a KPI actionable and meaningful
- Compare ROI-based KPIs and investment-based KPIs
- Use benchmarks to improve the measurement and reporting context
- Connect business goals to KPI selection, ROI, and performance measurement
- Build a KPI framework that supports optimization and business growth
Resources
- Digital Strategy and Metrics Cheat Sheet
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Instructor
Krista NeherDigital Marketing Expert & Best-Selling Author
Krista Neher is a six-time bestselling author, international speaker, award-winning entrepreneur, global thought-leader, and an expert in social media, digital marketing, and personal branding, with over 20 years of experience.
She is the CEO of Boot Camp Digital and a contributor on Forbes and Newsweek. She wrote the first textbook on social media and created the first accredited digital marketing certification in the world.
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