Digital Marketing Attribution

With the majority of companies using online marketing as a core promotional channel, there has been an explosion in big questions such as ‘Which channel works best?’ and ‘How do I get more for my budget?’

Digital marketing attribution can help answer these questions with data that you already have.

You will learn how to better interpret the data being generated by your campaigns and move beyond “last click” myopia to a full customer journey. This will assist in budgeting and planning decisions, as well as give you confidence in choosing the right web marketing mix.

Rather than looking for the cheapest sales or leads, now the organisation can seek the most effective return on their digital marketing investment. This will allow a move to a more sophisticated method of planning and measurement across online marketing channels.

This course is aimed at digital marketing and marketing people who have digital promotions at the heart of their budget. It is an advanced level course which provides an understanding of how to better measure the impacts of your campaigns. It is expected that you have access to your web measurement system to enable you to look at your own data.

• Getting started with attribution.
• The data you will need to collect.
• Moving to attribution reporting.
• Opening up to the wider view of your customer.
• Impressions vs. Clicks.
• “Last click” vs. “first, weighted and average” click.
• The power of influence .
• Owned, paid and earned media and its potential roles.
• Seeking insights in all your data.
• Optimisation your plan.

Best practice presentation and current case studies from both B2B and B2C. Open discussion around the group to encourage experience sharing and learning in this ever developing area.