MODULE 3.5: Metrics

Summary and objectives

This module is targeted at introducing metrics as part of business management to control performance and find out whether goals are being met. Starting from establishing how to establish objectives and KPIs, the module goes into specific examples related marketing tools, such as media-content, lead generation, e-commerce models, customer service and social media, in order to allow the student to understand how these tools can help control and improve performance.

Expected learning outcomes

This module will allow the student to:

  • Define metrics based on your strategies.
  • Set goals and objectives for your business.
  • Analyze web traffic and campaigns.


KPI, Key Performance Indicator, quantifiable, parameter, control, evaluate, progress, measurable, advertising, model, lead, conversion, sales, customer service, social media, analytics.

Content Organisation