analytics
Course Summary
Media budgets are allocated with the expectation of delivering a measured return.
Measuring and understanding that return is challenging. Our Analytics training course will provide you with a good overview of the technology and methodological principles that underpin measurement to validate media strategies and executions.
In this course you will learn about analytics within the marketing and tech ecosystem, approaches to attribution and leveraging data to validate media efforts. You will also get some ideas on how to leverage analytics data to make your media more effective / impactful.
Analytics is a broad topic and impacted by ever on-going changes in the market, affecting the collection and application of data. This course will touch on pertinent changes to be mindful of and prepared for.
Actionable take-aways
- Understanding the ecosystem of technology and processes required to deliver effective analytics
- Learn about the various channel analytics methodologies and technologies
- Understand performance analytics and platform optimisation “measurement”
- Begin to understand how analytics data can be leveraged to drive media effectiveness
- Learn how to draw keen insights from your analytics data
- Develop and understanding of attribution challenges and solutions
- Analytics setup and management tips
- Web vs. Mobile measurement
- Developments affecting digital attribution
- Incrementality measurement
- Approaches to connecting offline conversions to online data
- LinkedIn certified TIPi Academy certificate
Modules
- Developing a measurement framework / Identifying your KPIs
- The elements of a measurement ecosystem
- Key attribution principles
- The process of setting up analytics
- Session measurement vs. event-based measurement
- Multi-channel measurement
- Considerations and watch outs