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IAB Ireland Virtual Workshop – Digital metrics and decision-making

April 29, 2020 @ 9:50 am

Digital metrics and decision-making

An IAB Ireland Virtual Workshop, facilitated by Steve Thompson, Digital Consultant and Trainer.

Whether you’re working for an advertiser, an agency or a publisher, this two-hour virtual workshop will explore the latest views on digital marketing measurements and metrics:

    • A workshop looking at the latest views on digital marketing measurements and metrics, the role of biases and heuristics in decision-making and the fallacy of KPIs.
    • We will look at probabilistic and deterministic decision-making along with ‘Goodharts Law’, ‘Campbells Law’, ‘the Observer effect’, the role of attribution modelling, correlation and causation, and the challenges that digital marketers face in measuring the true effects of digital advertising.
    • Is digital marketing on a continuous learning curve and suffering from the Duning-Kruger effect?  Will artificial intelligence help us to find the truth in digital metrics?
    • In a post-cookie GDPR world, what metrics will be available to marketers and how can marketers measure the performance of brand and performance marketing budgets?
      • Marketing teams
      • Digital Sales teams
      • Agency teams

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Steve Thompson is a highly regarded digital media professional with over 20 years experience of media disruption and innovation, He specialises in talent development in digital publishing, marketing and advertising.

Steve has worked with IABs in Ireland, UK, Romania and Europe for many years, and has an extensive client list from media owners, start-ups, professional bodies and trade organisations to niche publishers, job boards, and communication agencies.

Steve has worked with IAB Ireland since 2014, supporting a range of educational initiatives and programmes to advertising sales teams, commercial directors, product and brand marketers, and leadership teams.  He has led our workshops on a variety of subjects including digital display advertising, content marketing, measurement and attribution, behavioural science, introductions to AI and data science in marketing, and has helped many ad sales professionals to successfully achieve their IAB Ad Sales certification.

He is currently Learning & Development Manager for the global youth marketing company, Student Beans.


April 29, 2020
9:50 am


Zoom Webinar
Dublin, Ireland
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