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Brand & Marketing
What it costs to win a customer, what they are worth, and whether your marketing pays. A season is five episodes, one metric each, with its practice pack and one certificate at the end.
Seasons
Choose a season
Each season is five episodes on metrics that belong together, with the practice pack for every metric and one certificate. Launch prices are shown.
Season 1 · 5 episodes
Customer economics
What a customer costs, what they are worth, and how fast you earn it back.
- Customer acquisition cost
- Marketing % of CAC
- Customer lifetime value
- Customer payback period
- LTV to CAC ratio
Practice packs
Just practice
A practice pack is the self-marking practice tools of one topic: new numbers every attempt, marked as you type, with the working when you want it. No course and no certificate.
Practice pack
Customer unit economics
What a customer costs, what they are worth, and how fast you earn it back.
- Customer acquisition cost
- Marketing % of CAC
- Customer lifetime value
- Customer payback period
- LTV to CAC ratio
Practice pack
Paid media performance
Read an ad campaign from the first click to the return on spend.
- Cost Per Mille / Thousand (CPM)
- Click-through rate (CTR)
- Cost per click (CPC)
- Cost per acquisition (CPA)
- Return on ad spend (ROAS)
- Return on investment (ROI)
Practice pack
Media planning
Plan how many people see a campaign, and how often.
- Net reach
- Average frequency
- Impressions
- Gross rating points (GRPs)
- Share of voice
Practice pack
Market position
Measure where your brand stands in its market.
- Market penetration
- Brand penetration
- Unit market share
- Revenue market share
- Brand search volume growth
Practice pack
Leads and pipeline
Track leads from first interest to a sales-ready opportunity.
- Cost per lead
- Marketing qualified leads (MQLs)
- Sales qualified leads (SQLs)
- MQL to SQL conversion rate
- MQL pipeline velocity
Practice pack
Conversion and adoption
See where people drop out, and who goes on to pay and use the product.
- Funnel drop-off rate
- Conversion Rate (CR)
- Lead-to-customer rate
- Trial-to-paid conversion rate
- Feature adoption rate
Practice pack
Customer retention and loyalty
Know who stays, who buys again and who recommends you.
- Customer retention rate (CRR)
- Customer churn rate
- Repeat purchase rate (RPR)
- Net revenue retention (NRR)
- Net Promoter Score (NPS)
- Referral Rate
Practice pack
Website and traffic
Measure how people find and use your website.
- Pageviews
- Pages per session
- Average session duration
- Organic traffic growth
Practice pack
Email marketing
Know whether your emails are read, clicked and wanted.
- Email bounce rate
- Email open rate
- Click-to-open rate (CTOR)
- Unsubscribe rate
- List growth rate
Practice pack
Social and video
Measure reach and engagement beyond paid ads.
- Follower growth rate
- Amplification rate
- Video completion rate (VCR)
- Rich Media
47 Brand & Marketing micro courses
Every metric is also a micro course on its own: five scenes, a practice tool and a certificate, R295 · US$19, lifetime access.
How a season works
Learn it, practice it, prove it
- 01
Learn each metric
Five episodes, one metric each: what it measures, how to work it out and how to read the result.
- 02
Practice until it clicks
Cases from different businesses, with new numbers every time. Your answer is marked as you type.
- 03
Get help when stuck
Hints point to the step that went wrong, never just the answer. Want a person to talk it through? Book a tutor session as an optional add-on.
- 04
Earn the certificate
Finish every episode and the practice pack in the season and you get one certificate for the lot.
Just one metric
Only need one metric?
Every micro course is also available on its own, with its certificate, at a launch-offer price of R295 or US$19.
One whole series
Want more than one season?
Full series access gives you every season and micro course in one series of your choice for 12 months, with the practice tools built into every season. Tutoring is an optional add-on.