About the training
As more and more marketing and communication officers are dealing with lines of digital media in their media plans, the need to understand what is going on has never been greater. How does it all fit together? What KPIs should I look at? Is this a good plan?
Goals of this course:
After following this 2-day course, you will have a complete overview of digital media. You will use words like DSP and last click attribution as if you’ve been doing this all your life. You will attend your future meetings with confidence.
This training course is ideal for:
Digital media managers, communication officers, marketing managers.
Prerequisite knowledge
A basic knowledge of digital marketing is needed.
Agenda DAY 1
Session 1: Digital touchpoints across the customer journey & the digital media ecosystem
- From awareness to purchase: what are the digital touchpoints?
- History of online media: from traditional buying to automated buying, the rise of social, search, video & display
- Who does what? The role of inhouse marketers, ad tech providers, publishers and agencies
Session 2: Deepdive into the main digital channels: Search, Video, Social, Display & Native
- Search: how it works & how to use it
- Social: how it works & how to use it
- Video: how it works & how to use it
- Display: how it works & how to use it
- Native: how it works & how to use it
- Break the silo’s: building an audience based strategy
Agenda DAY 2
Session 3: Data & tools
- Measurement & attribution tools: promises vs reality
- Brand safety & viewability: tools we need to ensure our ads are in a safe place & reaching the right people
- DMPs and CDPs: what they can do & cases
- Ad-tech stacks today : Google marketing platform & the full stack advantage
- Dashboarding: tactical VS strategic reporting
Session 4: Measuring results and setting the right KPIs
- Future proofing measurement & attribution
- Basic tactical media KPI’s by channel
- Connecting business KPIs to digital media KPIs: understanding causal relationships
- Building a plan and selecting the right KPIs along the customer journey
The course is taught in small groups, from 9:30 to approximately 16pm. Lunch is included.
Where?
Avenue Tervuren 36, Etterbeek, just next to Metro Merode with a direct line to central station.
How much?
1500 eur per person for the full two days.
When?
You can chose any of the below sessions:
06/03/2020 & 12/03/2020
12/06/2020 & 19/06/2020
How do I register?
Please send an email to: academy@clicktrust.be or use the contact form below. We work in small groups, so we have trainings all the time. We also organize private trainings for groups upon request.
If you require a tailor-made training package, don’t hesitate to give us a call so we can discuss your needs.
See you soon!
Enroll now!
We attended 3 Google courses organized by Clicktrust and every time, we acquired interesting insights for our future actions. We were able to combine theory with practice through different excercises, which allowed us to discover some very useful functionalities for our analyses. As the knowledge levels of the attendees were quite different, we enjoyed the flexibility of the training which allowed each of us to ask questions and to choose whether or not to go into detail for the different topics that were discussed.
Julie Van Camp – Digital Manager L’Oréal
Fabian Van De Wiele
Fabian has been working in digital media and digital analytics on a daily basis since 12 years. He has worked with both small companies and major brands that all wanted to use their data more intelligently. If he’s not managing CLICKTRUST, you’ll find him quietly digging in some obscure Analytics account while sipping on coffee.
Scheduling
Our Digital Media Training will take place on the following dates.
06/03/2020 & 12/03/2020
12/06/2020 & 19/06/2020
We also organize private trainings for groups upon request.
Location
Avenue Tervuren 36
