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Performance measurement is crucial in improving the ROI of your digital marketing channels. Knowing where to start and what to measure the key to improving campaign performance. Optimisation increasingly depends on analytics and this practical, hands-on course will provide you with an in-depth knowledge and skills to:

  • Identify and interpret insights from digital channel performance
  • Apply insights to build a digital conversion optimisation plan by channel
  • Set criteria for success using digital metrics 
  • Establish analytical frameworks for iterative optimisation.

Who should attend?

Anyone with a responsibility for digital channels and needs to improve and optimise performance to support acquisition, conversion and retention strategies.

Learning outcomes

  • How to link your digital marketing objectives with results
  • Create and build your own digital optimisation plan
  • How insights from the micro & macro environment can be applied to your strategy
  • Use data to optimise the customer journey at every touchpoint
  • Analyse channel performance and identify insights to achieve optimisation
  • Learn about attribution modelling, regression, and cluster analysis
  • Acquire the skills to build and present your results through dashboards
  • Increase your knowledge of best practice and technologies available to support the optimisation of your digital channels, including email, website, and social media

Course Dates

Start Date Duration Location
20 Mar 2024 2d Virtual
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19 Jun 2024 2d Virtual
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Course Director

Sarah Jones

Sarah specialises in the development and implementation of marketing strategies that accelerate revenue, profit, and value for business. She is highly skilled in strategy, digital marketing, digital transformation, data, CRM, multi-channel marketing, ABM, campaign management, metrics and automation. Working in B2C and B2B across sectors, Sarah has held senior leadership roles with brands including Asda, Mars, Experian, Regus, Pfizer (Wyeth) & BOC. As well as running her business, Sarah is a consultant and trainer for the Chartered Institute of Marketing (CIM), is a regular public speaker, and appears on radio and industry panels to explore how marketing can be used to deliver business growth and ROI.


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