Measuring What Works

B2 · Upper-intermediate1 hr 3 minSales & MarketingLesson 5 of 5 · Outline

Aims

Read the numbers, describe trends precisely, decide what to do next — and talk honestly about AI, disclosure and authenticity

The lesson, stage by stage

  1. Warm up5 min

    Warm-up: Let's Learn to Explain a Mixed Set of Results

    4 warm-up questions

  1. Reading10 min

    Reading: Month in Review: What the Numbers Say, and What They Don't

    Read a 399-word text about Month in Review: What the Numbers Say, and What They Don't

  2. Vocabulary8 min

    Vocabulary: Analytics and Trend Vocabulary

    10 items

  3. Framework6 min

    Framework: Figure–Trend–Cause–Action

    Figure, Trend, Cause, Action, 4 steps

  4. Practice7 min

    Practice: Complete the Results Report

    Gap-fill exercise, 10 items

  5. Practice7 min

    Practice: Match the Movement to the Right Verb

    Matching exercise, 8 items

  6. Dialogue10 min

    Dialogue: Reporting Results, and Answering the Awkward Question

    Role-play: The end-of-campaign review call with your client (4 lines)

  7. Discussion10 min

    Discussion: Numbers, Trust and Where the Line Sits

    5 discussion questions

Open the full lesson

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Target vocabulary

In a Tuton account these words become your student's vocabulary deck, so they come back in practice between lessons.

reachimpressionsclick-through rate (CTR)conversionto plateaua dipbenchmarkattributiondisclosuremisleading

This plan comes from the Marketing in the AI Era course in the Tuton library. Browse all free lesson plans.