Plan and Measure
Tracking, ROI and understanding customers through data.
Start here · Essential guide
A practical guide to marketing analytics: set goals, set up tracking, pick a few metrics that match them, and turn reports into decisions, with privacy in mind.
Learn how to build a customer journey map from awareness to repeat purchase, then use it to spot gaps, friction points and missed handoffs between touchpoints.
Learn how to divide an audience by needs, behaviour or value, tailor messages to each segment, and respect consent and data rules while you do it.
Learn the basic ROI formula with a hand-checked example, what to count as cost and revenue, and why attribution makes marketing return hard to pin down.
Which content performance metrics are worth tracking for articles, videos and guides, including engagement, return visits and assisted conversions.
How to measure a single time-bound campaign: set targets before launch, choose a few KPIs, track progress, and run a useful post-campaign review.
Which email metrics matter: deliverability, clicks, unsubscribes and conversions, and why open rates are less reliable than they used to be.
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