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Workshop: Driving Digital Advertising ROI

November 12, 2018 @ 10:00 am - 4:00 pm

Driving Digital Advertising ROI
November 12th, Mezzanine, Ballsbridge Hotel
In the fast-moving world of Digital, it’s important to always focus on the ROI of your Digital Advertising Mix. 
This workshop looks at ways of making the most of digital advertising and improving both ROAS (return on ad spend) and ROI (return on investment). 
We will consider the latest thinking in four aspects of the digital landscape: Humans, Data, Digital Mix, Machines.

We welcome our workshop trainer, Steve Thompson, and speakers from the industry to give a series of talks followed by Q&A sessions.


Welcome and introductions

Session One:  To buy or not to buy?
Do we think like Spock or Homer Simpson?
The latest in the science of consumer decision-making
The impact of behavioural science on digital marketing

Morning refreshments

Session Two:  Getting cosy with the numbers
Understanding the power of data to improve ROAS
Guest Speaker: Accenture

Session Three: Managing the Mix
How can you ensure you are setting meaningful digital objectives and planning your strategy accordingly.   
A look at the tactical mix and what digital formats do what job within the mix, including Display and Native and new digital areas such as Digital Audio and Digital Out of Home. 
Afternoon refreshments

Session Four:  Measurement, machines and the mechanics
Establishing true ROI:  avoiding the KPI bias and other measurement fallacies
The opportunity for people, artificial intelligence and machine learning in digital marketing
The future of planning, real-time advertising and optimisation
Feedback and Close

Enquiries to donna@iabireland.ie


November 12, 2018
10:00 am - 4:00 pm


Donna O’Connor


Ballsbridge Hotel (Mezzanine Suite)
Dublin, D4 Ireland
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