IAB Metrics and Optimisation Course

Event Info

Fri 15 Jan, 2010 from 9:30am - 5:30pm
Internet Advertising Bureau
14 Macklin Street
Covent Garden, WC2B 5NF, UK (Map)
Cost: £500



What it covers

The current economic climate means that budgets have to work harder and stretch further than ever before. This has bought about a change in the principles of online measurement. Marketers previously focused solely on conversion, analysing immediate return on investment but simply looking at the cold hard numbers, whilst still important, is no longer enough. Analysis is now focusing on consumer behaviour; what consumers want, how they respond to marketing and ultimately the most effective ways of getting them to buy.

This intensive one-day course will introduce you to the importance of web analytics, teach you how to develop a digital ROI strategy, give you access to the latest brand tracking case studies and look at different testing techniques to help you improve website performance. If you need to learn more about measuring and managing digital ROI this course is essential for you.

 Course content:

  • Learn the importance of analytics
  • Hear how to develop a digital ROI strategy
  • Leave with a detailed understanding of different metrics approaches
  • Get key information on creating a digital dashboard
  • Tracking engagement
  • Get access to the latest brand tracking case studies - Online brand metrics revealed
  • How to create an optimisation process and the benefits of doing so
  • Introduction to web analytics and metrics
  • How to start testing and targeting to improve performance on advertising and websites
  • Different testing techniques e.g. A/B vs multivariate
  • How to effectively manage funnels

Who Should Attend?

  • Agencies and Clients

Skill Level

  • Intermediate / Advanced


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