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.
Agency: £189.00 + VAT
Advertiser: £189.00 + VAT
IAB Non-members: £289.00 + VAT
What is measurement and why does it matter?
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.
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.
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.
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?
The Telegraph share their expertise via a case study on how to create an effective measurement strategy.