Performance Marketing Management

What You Will Learn

• 1 Learn the core principles of performance marketing, including how it differs from brand advertising, the key metrics that define success, and the strategic frameworks that guide campaign planning.
• 2 Understand how to build and analyze customer acquisition funnels, map buyer journeys, and identify the conversion bottlenecks that limit campaign efficiency.
• 3 Apply paid search marketing principles to build, structure, and optimize search engine campaigns that capture high-intent demand and deliver measurable return on ad spend.
• 4 Explore paid social advertising strategy across major social platforms, including audience targeting methodologies, creative frameworks, and bid management approaches.
• 5 Develop programmatic display and video advertising skills, including how real-time bidding works, audience segmentation, and brand safety considerations.
• 6 Analyze email and marketing automation as performance channels, covering list segmentation, lifecycle campaign design, deliverability best practices, and revenue attribution.
• 7 Build affiliate and partnership marketing programs, including partner recruitment, commission structure design, tracking infrastructure, and fraud prevention.
• 8 Implement conversion rate optimization practices, including landing page design principles, A/B testing methodology, and user experience factors that drive higher conversion rates.
• 9 Understand marketing attribution models, from last-click to data-driven approaches, and learn how to select and apply attribution frameworks that reflect true campaign contribution.
• 10 Discover advanced analytics and reporting practices for performance marketing, including dashboard design, cohort analysis, customer lifetime value modeling, and incrementality testing.
• 11 Apply budget planning and media mix optimization techniques to allocate spend across channels, manage pacing, and maximize portfolio-level return on investment.
• 12 Create a performance marketing strategy from the ground up, integrating channel selection, audience architecture, measurement planning, and continuous optimization into a unified, scalable program.