IAB Ireland Analytics Workshop
A one day workshop, for intermediate users, for those working in a marketing function for brand organisations and advertising agencies.
Delegates should have an understanding of application of webanalytics software, eg Google Analytics, Adobe Omniture to measure users and digital campaign performance.
The workshop will consider using analytics to understand your customers through the consumer purchasing journey, how they engage with your digital portfolio and how to manage your digital marketing activities across the owned, paid and earned media channels.
The workshop will introduce delegates to the latest thinking in digital performance management.
Delegates will be given insight into practical examples with sessions from guest speakers. The workshop is not a training course in the operational use of webanalytics software such as Google Analytics or Adobe Omniture.
The course is facilitated by Steve Thompson, Digital Media Consultant and Trainer (see Steve’s bio below) and Steve recently wrote a blog post on Analytics; “Measuring what matters, making Analytics count”
Welcome and introductions
1) Understanding consumers
Who are your customers?
The importance of first, second and third party data to digital marketing
Tools for understanding consumers
Understanding consumer purchasing journeys
Aligning measurement tools with your marketing objectives
Guest Speaker: James Trudgian, Head of Strategy; Data & Insight, Adobe on Understanding Consumers, and also talking about how the use of consumer data within a DMP (Data Management Platform) can help to transform your business.
2) Digital portfolio measurement
Consumer behaviour and how consumers engage with your portfolio
Understanding the use of the owned channel
The multi-device user and tracking across mobile, desktop, tablet and other screens
Pinpointing consumers in time, location and context
Social media analytics
Understanding the use of the earned channel
Guest Speaker: Burak Taspinar, Digital Marketing Consultant, Google
3) Campaign performance
Using the paid channels
Clicks, Conversions and Re-targetting
Optimisation and performance management
Guest speaker: tbc
About the Trainer – Steve Thompson: Steve is an experienced digital media professional (working in the industry since 1996) with proven track record digital advertising, digital publishing, training, coaching, learning and development. He is also skilled in analytics, digital advertising technologies and practices, behavioural economics, data visualisation and infographics, learning theories, social media for business, online marketplace management. Steve specialises in the development of digital advertising revenues for publishers and other organisations through inspirational, practical and bespoke learning and development programmes. His clients include Haymarket, Incisive Media, Telegraph Media Group, Guardian Media Group, IAB Ireland & UK. Enhance Media, Content ETC, Hearst, IPC, UBM, GTI Media (targetjobs.co.uk), The Beans Group, William Reed, Trinity Mirror Digital Recruitment, Loot and a variety of other B2B and B2C publishers.