15th Apr 2026 09:30am Online
Marketing Measurement Course: Master the metrics that matter to unlock budget
Accurate measurement is at the heart of effective marketing. It helps you demonstrate campaign impact, gives you the confidence to defend and grow budgets, and unlocks new opportunities for future growth.
This one-day, live virtual masterclass, led by insights expert Ian Gibbs, will help you cut through the data noise and sharpen your measurement skills. You’ll learn to choose the right metrics, calculate ROI and LTV, and create practical frameworks that prove marketing effectiveness and inform smarter campaign planning.
How will this training help you succeed
Confidently prove marketing effectiveness to defend and grow budgets
Plan smarter campaigns using clear, data-driven insights
Make better decisions by focusing on the metrics that matter
Boost your career by building marketing measurement expertise
Introduction to the DMA Marketing Measurement Masterclass
Sharpen your marketing measurement skills and gain practical knowledge to confidently prove campaign effectiveness with this online Marketing Measurement training course. Master essential techniques to optimise marketing performance and to defend and grow your budgets.
Programme
The DMA’s online Marketing Measurement Masterclass introduces vital techniques including selecting the right metrics, calculating ROI and Customer Lifetime Value (LTV), and applying methods like Marketing Mix Modelling (MMM) and Multi-touch Attribution (MTA). This Marketing Measurement course will help you to learn to build unified measurement frameworks that drive smarter campaign planning and enable shared team insights. By the end of the course, you’ll be equipped with actionable skills to improve your role and advance your marketing measurement journey.
Measurement Challenges: Understand the importance of precise measurement and overcoming common challenges
Metrics Selection: Choose the right KPIs for campaign planning and reporting
ROI & LTV Calculation: Master essential metrics such as Return on Investment and Customer Lifetime Value
Measurement Methodologies: Explore Marketing Mix Modelling (MMM), Multi-touch Attribution (MTA), brand tracking, and incrementality testing
Measurement Frameworks: Build unified frameworks that optimise campaigns and foster shared learnings
Understand the importance of precise measurement and overcoming common challenges
Choose the right KPIs for campaign planning and reporting
Master essential metrics such as Return on Investment and Customer Lifetime Value
Explore Marketing Mix Modelling (MMM), Multi-touch Attribution (MTA), brand tracking, and incrementality testing
Build unified frameworks that optimise campaigns and foster shared learnings
Why Choose the DMA Marketing Measurement Masterclass?
Expert-led training: Get taught from a leading authority in marketing measurement with two decades of experience
Industry recognised: Earn 7 CPD points with this IDM-accredited masterclass
Immediate impact: Learn skills and techniques you can apply straight away
Career boost: Develop in-demand measurement expertise to excel in your field
DMA Learning products are accredited by the Institute of Data & Marketing (IDM), which ensures world-class standards and real-world relevance. All DMA Learning is underpinned by the rigorous DMA Code.
Tutors
Ian Gibbs
Insight and Planning Director, DMA
With over two decades of experience, Ian Gibbs is the DMA’s Director of Insight and Planning and the creator of the DMA Effectiveness Databank. He also serves as Director of Data Leadership at JICMAIL and technical consultant for PAMCo.
Frequently Asked Questions
Who should attend the Marketing Measurement Masterclass?
How long is this masterclass?
How much does the course cost?
Is the course online or in person?
What other learning opportunities does the DMA offer?
Related courses & qualifications
NOT A MEMBER YET?
Join today
700+ organisations. 27,000 marketers. One mission.
We’re uniting the marketing world with our innovative and inspiring customer-first approach. We provide resources, training, and support to empower marketers to ensure responsible data use, meaningful connections and sustainable success.