Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: How much of this came from a friend?
What happens in it: Watch the idea unfold: a quarter of purchases, the few hundred a friend sent, and what happens when the code is missing. In Your call you make the decisions in a real case: I run growth marketing for a digital wallet app. Augustine Orrington, our CMO, has noticed the chatter about us online and wants to know exactly what share of purchases come from customers referring friends. We have had a referral programme for over a year and have never once worked it out. Then, in the boardroom, you make the case to Odelia, the chair, in three questions.
How it works: five scenes in about 35 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 6 of 6 in the Customer retention and loyalty season of the Marketing series.
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