This session focuses on how to learn about the vast array of measurement systems and techniques used across the marketing industry to measure effectiveness, and how to select and apply the right ones to your own work.

WHAT YOU WILL LEARN

By the end of the workshop, participants will be able to:

• Learn how to select, prioritise and set KPIs for a campaign
• Understand what effectiveness looks like throughout the marketing funnel from campaign metrics to brand metrics and business metrics – and how to calibrate them
• How to ask great client questions that can help you select the best measures for your campaigns
• Build your own campaign measurement framework
• Balance ‘brand’ and ‘performance’ KPIs in a world when campaigns are often expected to effectively deliver both
• How to reconcile great creative thinking with great campaign outcomes – and why they should always go together

CONTENT

On the day, we will cover;

• What is effectiveness in marketing, advertising and media and the most common ways it is measured; from econometrics and brand trackers to direct sales and social engagements
• How has the effectiveness of marketing changed over recent years and what can we do about it?
• What happens when we try to do, evaluate and succeed at seemingly contradictory objectives and ask – can one campaign do it all?
• Measurement frameworks from ‘Inputs to Outcomes’ and beyond
• A look at the new metrics on the block including ‘attention’ and why they are important in a digital marketing landscape

DELEGATE LEVEL

For planners with at least 18 months experience in the industry. It is ideal for those looking to build up their knowledge and skills in effectiveness, whether in an advertising, media or marketing setting. This course is designed to give delegates confidence in the often complex-sounding world of measurement and effectiveness.

DATE & TIME

8th April, 845am to 4.15pm

TRAINER:

James Appleby has spent almost 25 years working in world class media and technology agencies, leading client relationships and comms strategy for top tier clients including Sainsbury’s, CompareTheMarket.com, Oatly and McVitie’s.

Coaching teams to crack a brief and respond with a performance that is both entertaining and informative in equal part has been a career long passion, hence his chairmanship and mentoring as part of NABS charity pitch course Fastforward for nearly a decade.

Following a spell as Managing Director of Assembly Media, he founded his own consultancy and training business Conquis, and works with a range of businesses in the marketing, media, advertising  and technology spaces to sharpen team skills in pitching, collaborative working, and comms and media planning.