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Digital Marketing Campaign Planning and Optimization

By definition, campaign optimization is the process of improving marketing efforts in order to maximize business outcomes. While it is a commonly used term, the actual process varies quite a bit depending on the goals and the marketing channels involved. Beyond that, it often is mentioned as a footnote after learning how to use a platform or it is passed on to a data science team who leverages complex algorithms. This workshop-style course teaches best-practice approaches to planning and measuring marketing campaign outcomes. We will take a granular approach to discovering how to optimize campaigns using platform-specific insights, Google Analytics, and MS Excel. Gain hands-on experience, while learning how best to allocate resources by identifying the most effective segments. This course also covers how best to employ A/B testing to continue improving the results and impact of campaigns.

More details

You'll Walk Away with

  • The ability to define digital marketing campaign goals and KPIs of success
  • An understanding of how to access metrics on a platform-specific level
  • The capacity to determine the most efficient use of advertising dollars/efforts based on predefined goals
  • Experience running A/B testing to ensure optimization

Ideal for

  • Marketers who seek a framework for defining, measuring, and optimizing marketing campaign goals
  • Stakeholders currently working with an agency or team of marketers and want more insight into the overall marketing campaign process

1 section

  • Spring 2019

    • Section

    • Semester

      Spring 2019
    • Date

      Feb 23 - Feb 23
    • Day

    • Time

      • In-Person
    • Format

      • In-Person
    • Sessions

    • Faculty

      Loher, Nicole
    • Location

      Midtown Center