Learn to use online display advertising analytics to improve performance

Measuring the success of online display campaigns isn’t straightforward. Just because you saw an ad and didn’t click doesn’t mean you won’t buy it. Just because you click doesn’t mean you’ll go on to purchase. So how do you measure the true value of your online display advertising?

On this two-week course, you’ll learn how to measure and calculate your online display advertising activity, including the metrics that matter. You’ll learn how to interpret and analyse ad platform and web analytics and use key insights to improve performance and return on investment (ROI).

Discover how to use ad platform and web analytics to analyse performance

You’ll learn about the ad measurement options, such as impressions, clicks and conversion, along with some of the variables that can impact your results. Exploring ad platforms and web analytics like Google Analytics, you’ll learn how to analyse performance and how to use attribution modelling to calculate the ROI of your adverts.

Develop an iterative approach to online display advertising that leads to ongoing improvements

You’ll explore the opportunity to iterate and use a data-based approach to improvement. You’ll also learn about A/B and multivariate testing and consider what can impact these tests.

By the end, you’ll understand how to use analytics, measurement, and iteration to calculate the value of online display advertising and drive improvements for your business.

Learn from email marketing experts and take your digital skills to the next level

This course is designed by Target Internet’s CEO Daniel Rowles with The Open University. Daniel is an award-winning author and voice of the Digital Marketing Podcast, providing expertise to leading brands such as the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros.

What topics will you cover?

The online display advertising iteration opportunity
Core measures: impressions, clicks and conversion
Online display advertising variables that impact results
A/B and multivariate testing online display advertising
Ad platform analytics
Web analytics for online display advertising
Attribution modelling to calculate the true value of online display activity

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Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

Explain how to take an iterative approach to online display advertising that leads to ongoing campaign improvement
Explore how to interpret and analyse online ad platform and web analytics reports
Identify the opportunities of A/B and multivariate testing in online display advertising and the variables that impact these tests
Discuss how attribution modelling can be used to see how online display advertising is contributing to organisational objectives

Who is the course for?

This course is ideal for those who are interested in deepening their understanding of online display advertising as part of their overall approach to digital marketing.

It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.

Who will you learn with?

Daniel Rowles

MD TargetInternet.com - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.

Host of the Digital Marketing Podcast, a global top 20 business podcast.

Who developed the course?

The Open University

As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.

Established
1969
Location
Milton Keynes, UK
World ranking
Top 510Source: Times Higher Education World University Rankings 2020

Target Internet

Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide. As publishers of the global Digital Marketing Skills Benchmark and the Digital Marketing Podcast, they have unrivalled access to market insights and expertise.

About this ExpertTrack

Gain the skills to create, manage and optimise successful online display advertising campaigns that deliver results.

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