Measurement Workshop


One of the biggest challenges in digital advertising is, how do we measure the effectiveness of ad campaigns?

This interactive workshop follows the principles set out in the IAB’s Measuring Digital Advertising in a Multi-media Context Guide. We will explore the tools and techniques available, including attribution and brand uplift studies. The workshop will include a number of specialist guest speakers and will include practical tasks.

Join us for a workshop to look at the key principles for measurement success and how to create a measurement strategy.

IAB Events and Education Space, 14 Macklin Street, London, WC2B 5NF
IAB Members: £189.00 + VAT
Agency: £189.00 + VAT
Advertiser: £189.00 + VAT
IAB Non-members: £289.00 + VAT
Measurement Workshop
Measurement Workshop

9:00 - 9:15

Workshop agenda.

What is measurement, why does it matter?

Hannah Bewley,
Senior Industry Measurement Manager,
Five key principles for success
9:15 - 9:45

This session works through the five principles for setting up measurement successfully. This starts with making sure the campaign objectives are clear and that KPI’s are selected accordingly. Once these basics are in place, you can then map out all of the pieces of data you have and work out which tools you will use.

Alex Handy,
Brand Studies
9:45 - 10:30

Brand studies are particularly useful for adding the ‘why?’ to the ‘what’ of media measurement. They are a highly flexible tool, that can be particularly useful for making comparisons across media. Learn how and when to use them, as well as how they might fit in with other campaign measurements.

Leonie Gates-Sumner,
Joint head of Media and Digital,
10:30 - 10:45

10:45 - 11:30

Find out how more about how attribution modelling can effectively be used to gain insight into campaign performance. Find out what attribution can be used for, what are the different models and how to  select the right one.

Megan Lum,
Head of Talent Development,
11:30 - 12:15

Learn about how econometrics can be effectively used for digital campaigns. Answer the key questions about what it is, how it can be used and how to make it work for a campaign with a digital aspect.  

Jon Webb,
Managing Partner,
Gain Theory
Creating a measurement strategy
12:15 - 1:00

Think about how to bring the tools together and creating a strategy.

Alex Handy,

IAB UK logo

Supportive thought leadership on today’s biggest issues, the best of digital advertising and the future of the industry

Our members achieve more as part of our community through network information, education, stewardship and advocacy.