Key Performance Indicators 101

This course will move marketers to a point they can easily and quickly leverage Excel to analyze and present the results of their work.

Available On-Demand

Why Key Performance Indicators Should Matter to You.

Defining and aligning Key Performance Indicators (KPIs) from the CEO level down to each employee, the KPI Waterfall Effect, is a new skill and methodology. This new type of dialogue should take place within every organization.


Certification in this methodology will help enable corporate alignment among the teams. With this methodology in place, each employee will have a better understanding of their roles and responsibilities as it relates to how the company will achieve the CEO’s goals and visions.


Even in our busy schedules as we build out our campaigns, plan for the next quarter, or attend one of our many daily video conference calls, we may get thrown questions from an acquisition or expansion lens such as:

  • What is our most cost-effective marketing channel?
  • How is the lead quality for sales?
  • What is the best channel for building awareness?
  • What is the most efficient way to drive customer engagement? Is it also the most effective?
  • Which campaign brought in the best return last year? Last quarter? How are we trending for this quarter?
  • How is our win/loss ratio trending?
  • What is our lifetime value?
  • What is our current NPS score and how are we trending?
  • What is the current MROI?
  • And, how has marketing attributed to revenue?

Learn at your own pace with our on-demand course.

Take the Excel for Marketers course at the time and pace that works for you with our On-Demand option for just $99.

Course Curriculum

Module 1: Course Introduction

Lesson 1: Course Overview – VIEW LESSON

Lesson 2: Download Course Materials

Module 3: Using Excel

Lesson 1: Dynamic Named Ranges

Lesson 2: VLookUp, CLV Calculations and Checksums

Lesson 3: Preparing Data for Import

Lesson 4: Data Validation

Lesson 5: Parsing Text and String Data

Lesson 6: Google Analytics Data, Extracting Text Data

Lesson 7: Parsing Survey Data

Lesson 8: Quiz

Module 5: Shortcuts, Tips & Tricks

Lesson 1: IFs, Nested IFs, SUMPRODUCT, HYPERLINK, CONCATENATION

Lesson 2: Checkboxes and Radio Buttons

Lesson 3: INDIRECT, Search and Replace

Lesson 4: SUBTOTAL, Conditional Formatting

Lesson 5: Quiz

Module 7: Conclusion

Closing Thoughts

Module 2: Excel Basics

Lesson 1: Objective

Lesson 2: References, SUMIF & SUMIFs – VIEW LESSON

Lesson 3: Copy/Paste, Formatting and Merges

Lesson 4: Navigation, Selection, Panes & Naming Sheets

Lesson 5: Text Wrapping, Ranges

Lesson 6: Handling Duplicates, COUNTIFs, Unique Value Lists

Lesson 7: Handling Dates, Filters, Helper Columns

Lesson 8: Pivot Table Basics

Lesson 9: Quiz

Module 4: Excel Charts

Lesson 1: Introducing Charts in Excel

Lesson 2: Charting Samples and Settings

Lesson 3: Creating Customer Data

Lesson 4: Creating Email Report Charts

Lesson 5: Creating Lead Scoring Charts

Lesson 6: Connecting Charts to PowerPoint

Lesson 7: Quiz

Module 6: Robustness in Excel

Lesson 1: Robustness, Locking Cells & Sheet Protection

Lesson 2: Alternative to vlookup – INDEX, MATCH, EXACT

Lesson 3: Quiz

Meet Your Instructor

Kevin Joyce

Kevin Joyce is a marketing executive with 35+ years of experience in high tech with in positions in engineering, marketing, and sales. In the past 18 years, he has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience, he helps bridge the gap between sales and marketing.

Mr. Joyce has successfully launched and built demand for numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been a VP and Principal with the Pedowitz Group for ten years. He holds a BS in Engineering from the University of Limerick, Ireland and an MBA from the University of Portland.

Start the On-Demand Course for $99

Take the Excel for Marketers course at the time and pace that works for you with our On-Demand option for $99.

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