There are literally hundreds of KPIs being used to measure marketing communication results. In addition, there is confusion and lack of clarity around many of the KPIs about what they actually mean, how they should be measured and evaluated. Another obstacle is that we often confuse effectiveness and efficiency.

In this Master Class Mats Rönne will guide you through a structure of the 36 most important KPIs for marketing effectiveness, structured into six groups of measurements in the effectiveness standard. We will cover how to measure campaigns, brand development and business impact - and also how to set relevant targets for your investment in marketing communications in your marketing plan and what common pitfalls to avoid.

• The difference between marketing effectiveness and marketing efficiency.

• How to demonstrate the value of marketing to your management (C-suite).

• A structure for setting relevant KPIs for campaigns, brand development and business impact.

• The challenges and pitfalls with some common KPIs and tools, and ways of avoiding them.

• How to prioritise KPIs to make them relevant and applicable for your specific business needs.
• How to communicate marketing results clearly with management and other departments.

• CMOs and marketing managers responsible for marketing budgets and reporting.

• Brand managers responsible for setting targets and measuring results for their brands.

• Communication managers and media managers.

• Anyone in marketing interested in learning more about measuring and reporting impact of advertising.