Measurement Workshop


One of the biggest challenges in digital advertising is how we measure the effectiveness of ad campaigns. Join us for a closer look at the key ingredients needed for measurement success and a definitive ‘how to guide’ to create a spot-on strategy. Expect specialist guest speakers and a hands-on morning exploring the tools and techniques available, including attribution and brand uplift studies.

IAB UK Events and Training 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 - October 2019


Welcome & introduction
9:00 - 9:20

What is measurement and why does it matter?

Hannah Bewley,
Senior Industry Measurement Manager,
Five key principles for success
9:20 - 10:00

This session works through the five principles for setting up measurement successfully, starting with making sure a campaign's objectives are clear. Once the basics are in place, you can map out the  data and decide which tools you will use. 

Alex Handy,
MTM London
Brand studies
10:00 - 10:45

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. 

Coffee break
10:45 - 11:00

11:00 - 11:45

Learn about the different attribution models and challenges around attribution modelling. Gain insight into which attribution models work for different campaign types and how to select the right one.

Megan Lum,
Head of Talent Development,
11:45 - 12:30

We take a closer look at how econometrics can be effectively used for digital campaigns. This session will cover the key questions; what is it? How it can be used? And how can you make it work for your campaigns? 

Arvind Kapavarapu,
Client Director,
Creating your measurement strategy
12:30 - 13:00

The Telegraph share their expertise via a case study on how to create an effective measurement strategy.

Anthony Crocker,
Head of Campaign Innovation,

Related research

View our Measurement Toolkit

It also serves as a handy reference manual for when you want to refresh your knowledge and put its guidance into practice.  


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