Durata: 1 zi
23 februarie 2018
This one day course for marketing and media professionals on both sides of the advertising marketplace will give delegates the latest advances in the measurement of campaigns and media spend.
Outcomes:The path to purchase has become increasingly complicated, with consumers researching and purchasing products offline, as well as via multiple devices and in multiple locations online.
With advances in audience and analytics technology, and a better understanding of the consumer’s path to purchase, we are getting a clearer picture of the true effectiveness of digital advertising. This new workshop will highlight the advances in attribution modelling and will give professional insights into the developments and challenges faced by brands, agency buyers and media owners.
The workshop will bring the latest thinking on attribution and explores models that go beyond the “last click wins” principle.
Please note that this is NOT a software training course
Session 1 – The evolution of digital audience and campaign measurement
History and evolution – why content marketing?
Funnels, loops, triggers and advocacy: Understanding the customer path to purchase and beyond. Latest thinking in buyer behaviour and decision science
Session 2 – Does the last click win?
Measurement models for digital advertising: Creating demand or fulfilling demand
Digital Advertising’s Bad Habits
Natural Born Clickers – clicks and conversions
Moving away from the ‘last click” model of performance measurement
Other issues in digital advertising: viewability, ad blocking, move to programmatic trading
Session 3 – Real world attribution
Models for digital advertising attribution
Introductory case studies in real world attribution: Cross-device measurement; Combining online and offline measurement
Introducing attribution into your campaigns and business operations
Session 4 – The value of digital advertising and latest advances
The concepts of value – understanding performance and return on investment
The strategic benefits of attribution to your business
Latest advances – the application of artificial intelligence in digital advertising
Tarif de participare
250 Eur/ membri IAB
*sunt incluse bauturi si snack-uri pentru pauze, eventuale materiale printate, diploma de participare
450 Eur/ non-membri IAB