Digital Marketing Optimisation

Overview

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