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Hosted by Bertrand de La Selle, Partner, Equancy

The new post-crisis marketing KPIs (1H)

Post-crisis marketing will be focused on listening, paying attention, seeking customer relations and commitment. How to measure and optimise the impact of marketing investments in this new paradigm?

With Bertrand de La Selle, Partner, Equancy

- Target: Marketing, CRM and Digital Departments, Communication Directors, Digital Managers, CRM, Social strategy, Employees...
- Format & Duration: live keynote or replay (1h)
- To know more: Since its creation, Equancy has been supporting its clients in the measurement and optimization of marketing performance
- Price: depending on the number of participants, consult us for a group price or OPCO financing)

This course is for you if you want to :  

    Understanding the likely dynamics of post-crisis marketing
    Take a step back from your current investment measurement system
    Be inspired by examples of brands that are ahead of the game in listening marketing
    Think and define the new marketing KPIs of tomorrow
    Building a new measurement ecosystem with the right tools


Your training expert


Bertrand de La Selle, Partner, Equancy

- Head of Data & Technology (data science, performance marketing, technology consulting).
- 20 years of experience: digital marketing and transformation

Bertrand is a partner at EQUANCY, a strategy and data consulting firm, and heads the Marketing Performance practice. With a mixed background in industry and consulting, Bertrand has developed a cutting-edge expertise in the digital transformation and marketing of companies through data
He advises major brands in all sectors: automotive (Nissan, Volkswagen, Hyundai, Renault, PSA, BMW), insurance (Axa, Harmonie Mutuelle), consumer goods (Danone) in their digital and marketing strategy, their data-driven marketing transformation, the measurement and optimisation of their marketing investments, the construction of their marketing ecosystem (agencies, tools).

This training will teach you

  • #1. Which post-crisis marketing?

    ● In a sea of more or less fanciful predictions, a few basic trends have been identified, which are robust and likely to last:
    ● the need for attention and listening,
    ● the need for empathy,
    ● transparency
    ● and trust
    ● The context: expectations - new needs already identified, brands that have taken the lead
  • #2. Are yesterday's KPIs still valid?

    ● Will acquisition costs / media performance be measured in the same way?
    ● Will conversion times be the same?
    ● Won't customer journey analysis need to change?
  • #3. What new KPIs can we imagine for listening marketing?

    ● Avenues for reflection on possible new KPIs, based on examples
    ● Pull vs. push KPIs
    ● Non-conversion oriented engagement
    ● Richness of contact
    ● Authenticity of the relationship, trust, empathy
    ● The singularity of the Tone of Voice on loyalty
    ● The long time
  • #4. What new tools for measurement and optimisation

    ● Study and model the correlations between relationship, turnover and loyalty
    ● Choose the right tools
  • #5. Preparing the ground and operational deployment – 10 mn

    ● Define KPIs and means to optimise performance over time
    ● KPIs
    ● AB test, control group
    ● User feedback
    ● Anticipate all the impacts and the necessary upstream and downstream change management
  • #6. Examples of use cases for your industry – 15 min

  • Optional : E-workshop

    ● Practical application to a business problem defined in advance with the participant(s)

Course of this training

  • 1

    Online Video Training

    Participate in this training in live keynote, keynote replay.

  • 2

    Resources +

    In addition to the video training, you will have a quiz to take and access to resources (useful articles, inspiring videos or checklists) to use to go further.

  • 3


    The expert trainer will be available and contactable during the training. He will be able to answer your questions by email or via the comments or live.

Ask to be contacted

We will reach out to you within 24 hours

Your contact


Emmanuel VivierCo founderHUB Institute


Since 5 July 2017 and in accordance with the Quality Decree of 30 June 2015, the HUB Institute has met the requirements of Datadock. Our training courses are now referenced by the Organismes Paritaires Collecteurs Agréés (OPCA). The HUB Institute is a professional training organisation registered under the number 11754939075. This registration does not imply approval by the State. APE code: 8559B