What Really Works

What if there was a way you could ensure that you are advertising using the most effective media channels available to your brand. If you could provide precisely what incremental sales you could achieve with additional media budget using the most optimised media mix.

Course Information:

  • Target Audience: Marketing Directors / CMOs

  • Skill Level: Beginners

  • Course Duration: 170 Minutes

  • Recommended Prerequisite: Advertising Media Essentials

Course curriculum

  • 1

    Welcome to the course!

    • A message from the instructor

    • A message from our guest speaker

    • How to use this course

    • Before we begin...

  • 2

    Why Having a Media Effectiveness Program is Essential?

    • Overview

    • Why Measuring Media Performance is Important?

    • What Business Metrics Should You Measure Against?

    • How to Measure Media Effectiveness?

    • Test Your Learning

  • 3

    How Multi Touch Attribution (MTA) Can Help You?

    • Overview

    • Top 6 Attribution Models You Can Use

    • How About Data Driven Attribution?

    • Test Your Learning

  • 4

    How Marketing Mix Modelling (MMM) Can Help You?

    • Overview

    • Key Benefits

    • How It Works

    • Demo #1

    • Demo #2

    • Key Requirements

    • Test Your Learning

  • 5

    What the Research Says?

    • Overview

    • Research #1

    • Research #2

    • Research #3

    • Test Your Learning

  • 6

    Q&A Session with the Expert

    • Which Approach Should You Consider?

    • How Long Does It Take To Implement?

    • Which Resources Do I Require?

    • What Are the Consequences of Not Having a Media Effectiveness Program in Place?

    • Which is the Best Way to Start?

  • 7

    Next Steps

    • Congrats! Here's what's next...

    • More resources for you

    • Before you go...