Campaign metrics
How can you interpret your campaign metrics with the help of AI?
1250 € per session, excl. VAT
In short
“Interpreting campaign metrics” is a private in-person session of half a day for digital marketing, acquisition and CRM officers or marketing managers who present campaign results. It helps you link campaign metrics to the campaign objective. Groups of up to 12 participants, in French, with exercises on your own work cases.
Why this training?
Marketing dashboards display dozens of figures; the risk is drawing conclusions from a non-significant difference or a metric unrelated to the objective. AI can summarise an export and suggest avenues to explore, but it can also make calculation errors or overinterpret a change. The session teaches participants to use it as an analysis assistant whose work is checked. Running case study: « Casa Tavola », a fictitious restaurant chain, ran an online and email campaign for one month to launch its autumn menu. A fictitious export of results by channel and week is provided. Application at work: The participant applies the framework to their organisation’s next campaign and presents the summary to their manager.
Objectives of this training
- Link campaign metrics to the campaign objective
- Explain the main metrics: impressions, click-through rate, conversion, cost per result
- Have AI produce an initial analysis of an anonymised export and check its calculations
- Distinguish a significant change from a normal fluctuation using an example
- Write a summary with three reasoned recommendations
Who is it for and what are the prerequisites?
Roles and tasks concerned
- Digital marketing, acquisition and CRM officers
- Marketing managers who present campaign results
Prior skills
- Have already used a generative AI assistant for a few simple tasks (AI Fundamentals level or equivalent).
- Know your organisation’s positioning, target audiences and marketing channels.
What you will work on
Objectives and metrics
Objective: Look at the right figures. Awareness, consideration and conversion funnel; primary metric and diagnostic metrics; flattering but unhelpful metrics.
AI-assisted initial analysis
Objective: Save time without losing accuracy. Requesting a structured summary of an export; manually recalculating two metrics; identifying calculation or interpretation errors.
Avoiding hasty conclusions
Objective: Interpret with caution. Low volumes, seasonality, attribution across channels, correlation and causation; questions to ask before drawing conclusions.
Summary and recommendations
Objective: Make the analysis useful for decision-making. Structure: finding, likely explanation, level of certainty, recommendation; tailoring to the recipient.
What you take away
- Objective and metrics worksheet
- Verified AI-assisted summary of an export
- Reasoned analysis of two differences
- One-page briefing note with three recommendations
Method and assessment
- Short instructional inputs followed by immediate practice using the running case study.
- Individual work followed by work in pairs, with peer review of the outputs.
- Guided group discussion: what works, what needs correcting and what remains a human decision.
- Preparation: If possible, bring an export of campaign results without personal data. Know the objective of the campaign concerned.
Observable criteria: The primary metric is consistent with the campaign objective; At least two AI calculations are recalculated and confirmed or corrected; Each conclusion states its level of certainty; The recommendations follow from the findings presented.
Frequently asked questions
Do you need to be comfortable with statistics?
No. The session uses simple concepts and rules of caution, without advanced statistical calculations.
Can we upload our exports to the AI tool?
Only without personal data and in a tool authorised by your organisation.
Will we work with a specific analysis tool?
No. A spreadsheet and the authorised AI assistant are sufficient; the method applies to all dashboards.
What if you want to go further?
Higher-level training courses cover performance analysis and reporting automation.
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