Design the retention and win-back approach for conversion path analysis.
Building Strategies to Analyse Customer Conversion Paths
Build a working method for conversion path analysis that stands up to scrutiny and survives daily pressure.
📍 Istanbul🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in conversion path analysis is imperfect; that is not a reason to stop measuring it. Most disappointing results in this part of marketing and commercial practice trace back to an audience defined too broadly. Field experience suggests that the barrier to better this strand of marketing and commercial practice is rarely technical. Improvement in conversion path analysis stalls when it depends on one capable individual rather than a defined method. The programme uses small-group work so that each participant's treatment of the practice within marketing and commercial practice is examined, not just described. The course leaves participants able to diagnose weaknesses in this aspect of marketing and commercial practice before they become incidents. The programme is built to be used, and every section of conversion path analysis it covers ends in something applicable. The material serves both public bodies and commercial organisations dealing with the marketing and commercial practice capability. It closes by agreeing the smallest change to this area of marketing and commercial practice that would make a visible difference.
Expected Learning Outcomes
Build the sales process for conversion path analysis so it is repeatable across the team.
Build the positioning for conversion path analysis around a claim competitors cannot honestly make.
Structure pricing for conversion path analysis to reflect value rather than cost.
Adapt recognised practice on conversion path analysis to local constraints without hollowing it out.
Test the organisation's response to conversion path analysis under conditions that are less than ideal.
Sequence improvements to conversion path analysis so that each step makes the next one easier.
Who Should Attend
Members of committees that take decisions affecting conversion path analysis.
Digital marketing specialists executing conversion path analysis.
Product managers whose proposition depends on conversion path analysis.
Sales managers leading teams that deliver conversion path analysis.
Founders and owner-managers running conversion path analysis personally.
Consultants and advisers supporting clients on conversion path analysis.
Course Modules
Conversion path analysis: pricing, value and discount control
2 sessions · 8 pointsSession 1Reviewing conversion path analysis when nothing has gone wrong
- Set objectives for conversion path analysis in revenue terms with a timeframe.
- Review whether short-term tactics on conversion path analysis are damaging the brand.
- Define the handover point between marketing and sales in conversion path analysis.
- Establish who is informed, consulted and accountable in conversion path analysis.
Session 2Measuring conversion path analysis when attribution is imperfect
- Map the handovers in conversion path analysis between functions and secure them.
- Remove steps in conversion path analysis that add effort without adding assurance.
- Map the decision journey for conversion path analysis and mark where the choice is actually made.
- Agree the smallest change to conversion path analysis that would be visibly useful.
Conversion path analysis: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1The handover between marketing and sales in conversion path analysis
- Compare cost of acquisition against value in conversion path analysis.
- Set the discount authority for conversion path analysis and require justification.
- Identify where judgement in conversion path analysis is legitimate and where it is not.
- Name a single owner for each element of conversion path analysis.
Session 2Where conversion path analysis typically breaks, and why
- Test creative for conversion path analysis at small scale before full commitment.
- Design the retention action triggered when a customer of conversion path analysis goes quiet.
- Document the sales process for conversion path analysis so a new joiner can follow it.
- Write the positioning claim for conversion path analysis and test whether a competitor could say it too.
Conversion path analysis: channels, content and creative
2 sessions · 8 pointsSession 1The claim about conversion path analysis competitors cannot copy
- Describe the buyer for conversion path analysis specifically enough to name who is excluded.
- Identify single points of dependency in conversion path analysis and reduce them.
- Establish what evidence demonstrates conversion path analysis is under control.
- Arrange the handover of conversion path analysis so capability survives staff changes.
Session 2Where the buyer actually decides on conversion path analysis
- Confirm that contractual obligations around conversion path analysis are understood.
- Estimate the resource conversion path analysis requires to run as designed.
- Build the internal briefing that explains conversion path analysis to those affected.
- Agree the attribution model for conversion path analysis and state its known limits.
Conversion path analysis: the customer journey and decision points
2 sessions · 8 pointsSession 1Pricing conversion path analysis on value rather than cost
- Build the report on conversion path analysis that answers whether to spend more or less.
- Set the review interval for conversion path analysis and who attends.
- Script the three most common objections in conversion path analysis and the responses.
- Choose the next segment for conversion path analysis and state why it is next.
Session 2The cost of conversion path analysis and how to present it
- Measure lifetime value from conversion path analysis, not just first purchase.
- Verify six months later that changes to conversion path analysis have held.
- Check that conversion path analysis still works when volumes rise unexpectedly.
- Record the rationale for each significant choice made about conversion path analysis.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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