Course Category: Seasons

Followers are not an audience and views are not attention. Four episodes that take you from how fast the following grows to how much of the video anyone actually watched. Follower growth rate · 30 min Amplification rate · 30 min Video completion rate (VCR) · 30 min Rich media interaction rate · 35 min

You sent it. What happened next? Five episodes that take you from the mail that never arrived to the list that grows faster than it leaks. Email bounce rate · 30 min Email open rate · 30 min Click-to-open rate (CTOR) · 30 min Unsubscribe rate · 35 min List growth rate · 30 min

Traffic is up. Is that good news? Four episodes that take you from counting pages to telling real interest from a number that only looks like growth. Pageviews · 35 min Pages per session · 30 min Average session duration · 35 min Organic traffic growth · 30 min

Winning a customer is the easy half. Six episodes that take you from how many stay to how many bring someone else with them. Customer retention rate (CRR) · 30 min Customer churn rate · 30 min Repeat purchase rate (RPR) · 30 min Net revenue retention (NRR) · 30 min Net Promoter Score (NPS)…

They arrived. Did they ever buy? Five episodes that take you from where people fall out of the funnel to whether they use the thing once they have it. Funnel drop-off rate · 35 min Conversion rate (CR) · 35 min Lead-to-customer rate · 35 min Trial-to-paid conversion rate · 30 min Feature adoption rate…

Marketing says the leads are good. Sales says they are not. Five episodes that take you from what a lead costs to how fast the pipeline actually moves. Cost per lead · 35 min Marketing qualified leads (MQLs) · 35 min Sales qualified leads (SQLs) · 35 min MQL to SQL conversion rate · 35…

How big a piece of the market is yours, and is it growing? Five episodes that take you from who buys the category to whether people are searching for your name more than they were. Market penetration · 30 min Brand penetration · 30 min Unit market share · 35 min Revenue market share ·…

How many people did you actually reach, and how often? Five episodes that take you from a count of impressions to the share of the conversation you own. Net reach · 30 min Average frequency · 30 min Impressions · 30 min Gross rating points (GRPs) · 30 min Share of voice · 35 min

You are buying attention. Is it paying for itself? Six episodes that take you from what a thousand impressions cost to what every rand of ad spend actually brings back. Cost per mille (CPM) · 30 min Click-through rate (CTR) · 35 min Cost per click (CPC) · 35 min Cost per acquisition (CPA) ·…

What does a customer really cost you, and what are they worth? Five episodes that take you from the price of winning a customer to whether that customer pays you back. Customer acquisition cost Customer lifetime value LTV to CAC ratio Customer payback period Marketing % of CAC