Marketing Analytics
Digital Advertising Math: Search & Social Ads
IntermediateCertificate$9.99
Media Planning: Reach, Frequency, GRP & CPM
Calculate GRPs and TRPs, compare buys by CPM and CPP, build a channel plan, combine reach across channels, measure effective frequency, schedule flights, pick the best mix and check delivery against plan, every cell checked.
- One-time payment
- 14-day money-back guarantee
- Secure checkout with Stripe
What you'll build
What you will be able to do
Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.
- Turn reach and frequency into GRPs, impressions and TRPs for six media vehicles of a drinks launch.
- Compare six media buys by CPM, cost per GRP and cost per TRP and work out what an extra radio budget buys.
- Split a 750,000 USD budget over six channels and turn it into target impressions, TRPs and a blended CPM.
- Combine the target reach of five channels with the random-duplication formula, chart how reach builds and find the plan's average frequency.
- Read a frequency distribution of a campaign, find the share reached at least n times and turn it into TRPs, average frequency and effective reach.
- Spread a 480-TRP TV flight over the on-air weeks of a 12-week schedule, cost each week and chart the flighting pattern.
- Compare six plan options by frequency and cost per reach point and pick the best mix with INDEX/MATCH on MIN, with and without a reach target.
- Compare delivered with planned TRPs for six channels, recalculate the real cost per TRP and flag the channels that owe a make-good.
About this course
A media plan is a set of trade-offs between how many people you reach, how often and at what cost. This course teaches you to quantify each one. You calculate gross and target rating points for an audience and compare costs with CPM and cost per rating point. A full plan splits the budget across channels into impressions and TRPs, and you estimate combined reach when audiences overlap using random duplication. Effective frequency is read from a frequency distribution as reach at three or more exposures. You schedule flights of on and off weeks, optimise the mix by cost per reach point and finish with a post-campaign comparison of delivery versus plan, including make-goods. For media planners and marketing students.
Curriculum
Course content
8 lessons · 8 labs · 1.9 h · final exam
- Unlocked when you buy the course
- Unlocked when you buy the course
- Unlocked when you buy the course
- Unlocked when you buy the course
- Unlocked when you buy the course
- Unlocked when you buy the course
- Unlocked when you buy the course
- Unlocked when you buy the course
- Final exam
Certificate
Finish with a certificate you can verify
Complete every lesson and pass the final exam to receive a certificate of completion for this course, with a unique credential ID and a public verification page.
- Names the course, your score and the date of issue
- A verification link for your CV or LinkedIn profile
- 12 questions, 75% to pass, unlimited retries.
A Tutorvo certificate confirms that you completed a course. It is not an official or professional qualification.
Before you buy
Questions about this course
Is this a subscription?
No. You pay $9.99 once for this course. There is no subscription and nothing renews automatically. Prices are in US dollars; taxes may be added where required.
What exactly do I get?
All lessons and labs of this course, the final exam and the certificate, including later updates to the course, for as long as Tutorvo offers it. Access is personal and tied to your account.
Can I get a refund?
Yes. If you are not satisfied, email hello@tutorvo.com within 14 days of buying and we refund the course in full via Stripe. The guarantee does not apply once a certificate for the course has been issued to you, or where there are signs of abuse.
When can I start?
Right after payment. Access starts immediately at your request; for consumers in the EU/EEA the statutory right of withdrawal therefore ends once access has begun, while our 14-day money-back guarantee applies regardless.
Do I need Excel or other software?
No. The labs run in a spreadsheet inside your browser on a laptop, tablet or phone. Function names and syntax follow Excel.
Is the certificate an official qualification?
No. It confirms that you completed all lessons of the course and passed its final exam. It is not an official, state-recognised or professional qualification. The name is taken from your profile when the certificate is issued.
Full details are in our Terms · hello@tutorvo.com
Marketing Analytics
Marketing Mix Modeling & Attribution in Excel
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