Learning Objectives

• Name the possible forms of data generated by consumers through interaction with digital media, technology and marketing
• Know the difference between audience measurement and campaign measurement
• Be ready to generate appropriate marketing questions that can be answered through the use research, measurement and analytics
• Know the primary types of research and measurement data utilized in the digital marketing process
• Detail the types of insights can be found using psychographic research
• List disadvantages of utilizing results from custom research projects
• Understand how multivariate testing improves the marketing process
• Specify the advantages and disadvantages of panel-based digital audience measurement methodologies
• Explain the reasons and implications of the methodologies for the recent emergence of hybrid measurement solutions
• Know what measurement approaches are best suited for measuring video, blogs and ad effectiveness
• Explain how some audience measurement solutions provide services without charging subscription fees
• Describe marketing options available for measuring user engagement
• Identify three forms of specialized targeting techniques beyond demographics
• Know the differences between the two main sources of targeting data
• Explain the key benefits to both publishers and marketers for utilizing advanced targeting methods
• Understand the marketing implications of stricter privacy laws
• Define PII and restrictions for collecting this data
• Name the online consumer benefits to sharing some personal information
• Explain the differences between 1st party and 3rd party cookies
• Demonstrate how the role of research can improve the decision-making process within organizations
• Explain roles and responsibilities of different types of research and knowledge management positions

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• Review how research, measurement and analytics are used to make informed decisions and meet business objectives
  • Consider ‘how’ and ‘why’ decisions get made within organizations through the use of research
• Define data through the lens of the digital ecosystem
  • Learn how success metrics have rapidly evolved from the early days of digital to today
  • Review the difference between client goals and related KPIs
  • Demonstrate how the dedicated use of data can be applied to measure and meet these goals
    • Utilize the right data at the right time

• Where does all this data come from?
• Understand how consumer activities produce the data we use in marketing
  • Media consumption, brand engagement, site activity, ad campaigns, commerce, social interaction, customer info, offline data
• Learn the distinct methodological differences between various digital measurement approaches
  • Define: panels, diaries, surveys, and site-based systems
• Review the basic definitions for audience measurement
  • Define: unique visitors, page views, sessions, composition, etc
• Review the basic definitions used to measure marketing activity
  • Define: reach, frequency, CTRs, view-through, conversions, CPA, CPI, etc

• Learn how to tie all these ingredients together to make informed digital marketing decisions
• Review all stages within the digital marketing process
  • Define: strategy, segmentation, media selection, initiation, optimization, and evaluation
• Learn how to support digital marketing efforts using data
  • Define the three primary forms of research and measurement activity
    • Benchmarking, dynamic and performance
• Understand how each form of research and measurement fit into each digital marketing stage

• Learn how to use benchmarking sources for the strategy, segmentation and media selection phases within the digital marketing process
• Define methodologies, benefits, challenges, and vendor examples
  • Syndicated audience measurement (quantitative)
    • Panel and site-centric and hybrid solutions
    • Free vs. fee
  • Other audience measurement sources
    • Surveys, toolbars, ISPs, and inference modeling
    • Internal site measures
  • Psychographic sources (qualitative)
    • Product consumption, perceptions and attitudes
    • Media terciles, quartiles, and quintiles
    • Penetration and usage of technology and media platforms including game systems, mobile, and other portable devices
  • Competitive
    • Ad spending, share of voice, creative comparisons, normatives
  • Stand-alone studies
    • Custom and proprietary research
• Review a benchmarking research case study
  • Revisiting client goals and KPIs
  • Defining the target audience
  • Use of syndicated research and planning tools
  • RFP submission and media selection
  • Performance expectations
• Benchmarking data exercise

• Learn how to use dynamic data sources for the media selection, initiation and optimization phases within the digital marketing process
  • Dynamic research is live, evolving, and observed in near real time
  • Content consumption, campaign response, audience participation
• Define methodologies, benefits, challenges, and vendor examples
  • Engagement
    • Measurement of the ongoing interactions between consumers, publishers and advertisers
    • Define the four components of engagement
  • Listening
    • Real time monitoring of sites, blogs, social networks, tweets, and other forms of social interactions

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• Campaign optimization
  • Define: multivariate testing
  • Demonstrate various forms of multivariate testing including A/B copy testing, use of multiple creatives, varying ad sizes, and landing pages
  • Learn when to make thoughtful media and audience segment changes
• Review a dynamic research case study
  • Revisiting client goals and KPIs
  • Review prior benchmarking decisions
  • Monitoring ongoing marketing and campaign efforts
  • Use of campaign and syndicated research tools
  • Making necessary changes
  • Rinse and repeat (until necessary)
• Dynamic data exercise

• Learn how to use performance data sources for the optimization and evaluation phases within the digital marketing process
• Review of basic performance metrics - CTR, unique visitors, conversions, etc
• Define methodologies, benefits, challenges, and vendor examples
  • Search marketing
  • Email
  • Rich media formats
  • Video
  • Mobile
• Utilizing ad effectiveness to assess marketing performance
  • Understand related metrics including brand awareness (aided and unaided), brand favorability, and purchase intent
• Assessing the need for campaign attribution
  • Understand how to give proper credit to exposures and clicks within the entirety of a campaign
• Learn how to use dashboards, presentations and other visual representations of data to emphasize performance
• Review a performance research case study
  • Revisiting client goals and KPIs
  • Review prior benchmarking data decisions
  • Review prior dynamic data decisions
  • Review results from marketing and campaign efforts
  • Understand how to use internal data sources and syndicated research services to validate campaign effectiveness
  • Create dashboards and other aesthetics to present results
  • Transition learnings to future digital marketing efforts
• Performance data exercise

• Understand the role of targeting within the digital marketing process
  • Define: the targeting continuum (including behavioral targeting)
• Differentiate between the two main sources of targeting data – declared and observed data
• Learn how different targeting scenarios deliver content, geo, demo, contextual and behavioral relevant audiences
  • Understand why not all behaviorally targeted measurement approaches are created equal
• Learn how top consumer brand verticals use advanced analytics to solve business challenges beyond media and marketing
• Define: data integration platforms
  • Architect business solutions through the combination of data sources, both online and offline
  • Sources include - site side systems, commerce, content optimization, panel development, exchanges, search, social media and custom data
• Business examples in retail, pharma, travel, finance, and automotive

• Learn the current policy issues surrounding consumer privacy online
  • Industry efforts for self-policing
  • Consumer watchdog groups
  • Federal government’s current position
    • Policy examples from abroad
• Define: PII, cookies, cookie deletion, and their impact on the user experience
  • Understand the difference between 1st and 3rd party cookies

• Evaluate how the role of research, measurement and analytics plays a part within your organization
  • Assess your organizational structure for improved knowledge management and information flow
  • Learn how to better impact key stakeholders including subordinates, account teams members and management
• Review key terms and definitions
• Review key media and marketing research organizations
• Review key industry associations, events and vendors