Summary: This course provides a "how to" overview of the processes and tools effective online marketers use to plan, measure and optimize online campaigns.

As an attendee you will learn how to set measurable campaign objectives by accurately defining key performance indicators, build target audience segments, optimize landing page effectiveness, and plan media buys that maximize ad placement.

You will also have an opportunity to work on scenario campaigns which provide a full-walk through of the campaign planning process using available audience data, web site data, media buying tools and multiple audience targeting solutions.

Who Should Attend

• Marketers
  • VP, Director, Manager,
    Supervisor of Marketing
  • Marketing Support Staff
  • E-marketing Managers
  • E-media Directors
  • Media Planners
  • Media Buyers
  • Media Team Support Staff

• Agency Team
  • Account Managers
  • Account Executives
  • Creative Services Team
  • E-media Directors
  • Media Buyers
  • Media Planners
  • Media Support Staff

All Laredo Group Courses are designed to enable students to immediately understand and engage in interactive digital media and marketing in its many forms. They are for all who need an understanding of Internet advertising best practices, ad programs, vocabulary, how ads are delivered and measured, how to differentiate and use branding versus direct response ads, and to understand the opportunities and limitations of what can be accomplished with online advertising and how this benefits advertisers. A limited number of students is allowed in each course, so each student can be assured of maximum interaction and learning and robust program presentation and curriculum, comprehensive manual and experienced instructors...in a setting that allows for greater interaction between instructors and students, providing more immediately relevant dialogue and information for each individual student.

Course Outline

• Introduction
  • Communication model
  • Measuring consumer behavior
  • Translating data into metrics
  • What should be measured
  • Using the right measurement tools
  • Setting goals and objectives
  • Key Performance Indicators
  • Marketing analytics and using research to find answers
  • Measurement challenges
    
    
• Defining Measurement
  • The Interaction Matrix
  • Sources of data
  • Web and media analytics
  • Digital media planning and media research approaches
  • Measuring online success
  • Common media metrics
  • Understanding and defining engagement
  • History of web analytics
  • Collecting web site data
  • How Web 2.0 technology affect analytics
    
    
• Digital Media Research Tools
  • Measuring sites and audiences
  • Understanding and using syndicated research
  • Media planning tools
  • Overview of comScore, Nielsen, Hitwise, Quantcast, Compete
  • Search and email research tools
    
    
• Measuring Digital Media
  • Media follows the consumer
  • Determining the best media tools
  • Measuring clicks and post impression activity
  • Optimizing landing pages for results
  • Measuring ad effectiveness
  • Dynamic Logic research surveys
  • Rich media measurement
  • Measuring social media
  • Measuring search engine marketing
  • Measuring email marketing
  • Measuring mobile marketing
  • Measuring widgets
  • New measurement solutions
    
    
• Targeting Overview
  • Reaching the right consumers
  • Advantages and disadvantages of focused targeting
  • Working with declared and observed data
  • The targeting continuum
  • Zip code and and weather targeting
  • Demographic targeting
  • Technographic targeting
  • Day-part targeting
  • Centrographic targeting
  • Contextual targeting
    
    
• Behavior Targeting
  • New targeting paradigm
  • New opportunities to define audience segments
  • Behavioral targeting ad spend projections
  • Defining target audiences
  • Creating audience segments
  • Single site behavioral targeting
  • Re-targeting
    
    
• Privacy Issue
  • Understanding cookies
  • Privacy concerns
  • Privacy avocation
  • Attempts to govern targeting
  • Cookie drawbacks
  • Targeting solutions
    
    
• Wrap-Up and Qamp;A
  • Summary
  • Media measurement resources
  • Laredo Group resources