Marketing Measurement Masterclass
Say goodbye to measurement overwhelm and sharpen your measurement skill set at the Marketing Measurement Masterclass with data and insights expert, Ian Gibbs.
Discover how to pick the right metrics, calculate ROI and LTV, and master the measurement techniques that prove effectiveness.
This masterclass transforms marketing metrics into actionable insights to help defend and grow marketing budgets.
- You will learn to
- Details
- Course availability
This masterclass is perfect for individuals looking to:
- Gain a full understanding of how to measure the effectiveness of marketing spend.
- Understand which measurement techniques to use and when.
- Start their journey in marketing measurement.
- Build on their existing marketing skillset, particularly if measurement has been a blind-spot.
Course Categories: Data & Analytics, Optimisation
See below for further course details and full programme information.
Ready to upskill your team? Explore our Corporate Training option, here
Details
- Duration
- Online (7 CPD hours)
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To discuss your options, please get in touch with one of our learning and development team:
Course Information
What you'll learn:
- The key challenges around measuring marketing effectiveness and why accurately measuring the impact of marketing spend matters now more than ever.
- Which marketing effectiveness metrics you should use and when. Those more relevant for campaign planning and which are more relevant for articulating effectiveness to senior stakeholders when looking to defend and grow marketing budgets.
- A deep dive on how to calculate marketing Return on Investment (ROI) and Customer Lifetime Value (LTV).
- The key measurement methodologies for reporting on campaign impact, including an overview of Marketing Mix Modelling (MMM), Multi-touch Attribution (MTA), brand tracking and incrementality tests.
- Which measurement methods to use and when and the pitfalls to look out for when using different methods.
- How to build a unified measurement framework that enables marketers to optimise future campaigns, build shared learnings and ensure that all areas of the marketing supply chain are pulling in the same direction.
Marketers from agencies, in-house advertiser marketing teams, media owner or platforms who want to understand how to measure the impact of advertising and marketing.
Those who want to produce effectiveness evidence to help defend and grow their marketing budgets.
Senior marketers who want to hear about the latest in measurement trends and techniques.
Those who are starting their career in marketing.
Ian Gibbs
With twenty years' experience in media and marketing measurement, Ian Gibbs is the chief architect of the DMA's Effectiveness Databank — an advertising effectiveness database of over 1500 award-winning campaigns. Ian divides his time between the DMA as their Director of Insight and Planning, JICMAIL as their Director of Data Leadership and Learning, and PAMCo as a technical consultant. Ian regularly holds webinars, speaks at data & marketing conferences, and runs workshops on how to harness the power of effective measurement.
To see more of Ian's work, take a read of the latest Value of Measurement 2024 report
Get in touch...
To discuss your options, please get in touch with one of our learning and development team: