Home > Award of Achievement in Web Analytics > Program Format and Curriculum > Measuring Marketing Campaigns Online

Course Details: Measuring Marketing Campaigns Online

Course Description:

In today's marketplace, online channels play an increasingly critical role in a company's overall marketing plan.  Once your site is optimized for usability and the visitor experience, it's time to bring in more traffic.  In this course you will learn how to achieve greater return on investment for online marketing initiatives and evaluate the impact of campaign results.  This course also includes coverage of online/offline interactions, enabling participants to learn how to measure offline drive to web sites. Discover how to identify the critical metrics assess and improve campaigns, including methodologies for tracking the impact of online channels such as e-mail, paid search (pay-per-click), organic search (higher page ranking in search engines), and display / banner ads.  The course will include an overview of technologies such as ad-servers, rich media, bid-management systems, and online research tools with the emphasis on campaign measurement and testing.  Participants will leave this course with a solid foundation in online campaign optimization.

Recommended Prerequisite: Introduction to Web Analytics

course Topics include:

• Understand how to use web analytics to optimize paid search campaigns and affiliate programs
• Learn how to achieve greater return on investment for online marketing initiatives and evaluate the impact of campaign results
• Learn how to optimizing display ad campaigns
• Learn how to measure offline drive to websites.
• Identify the critical metrics assess and improve campaigns including methodologies for tracking the impact of online channels such as e-mail, paid search (pay-per-click), organic search (higher page ranking in search engines), and display / banner ads
• Explore brand tracking methods
• Understand what can be tracked and measured for online campaigns.
• Analyze display advertising, rich media, brand and buzz
• Examine email campaign effectiveness from delivery to website conversion
• Explore Campaign process analysis - define business objectives, define conversion events, define key performance metrics, collect data and assess, make changes and do over.  

Core Instructional Team

Online Tutors

UBC's online tutors are business professionals experienced in online adult education. They are charged with the online instruction and guidance of students on a one-to-one and group basis. The online tutors guide and grade through continuous email communication as well as online discussions, assignments and projects to make sure that you get the most out of your learning experience.

Alex Langshur, PublicInsite Inc.

Dan Linton, dan-linton.com

James Ollunga, McCann World Group

Jeff Young, Jeff Young Consulting

Ned Kumar, Ned Kumar Consulting

Stephane Hamel, Immeria

Instructor

The Instructor guides the design of the curriculum and is one of the main authors of the online content.

Jim Novo, Drilling Down Project

Associate Instructors

Associate Instructors are subject matter experts who contribute to the curriculum in their area of expertise.

Avinash Kaushik, Intuit Inc, Kaushik's Blog

Steven Liversedge, ICEtracks.com

Jim Humphrys, W.L. Gore and Associates Inc.

Jacqui Boyd, Acceleration - Digital Marketing

Loren Hadley, L. Hadley and Associates, LLC

Ethan Henry, Eloqua Corp.

Ian Houston, Visioactive, LLC

Ed Lee, Web Analytics Gateway

Wayne Lieb, Acceleration - Digital Marketing

Marcelo Marzola, Predicata-Interactive Communications Intelligence

Brice McBeth, IBM Surfaid Analytics

Michael Semac, Legal Helpers

Cathy Callaway Parish, Fry Inc.

Bogdan Secara, NetBridge

Matthew Toll, TESSCO Technologies

Paul Van Ness, Physicians Laboratories Inc.

Dennis Mortensen, Index Tools Inc.

Kelly Makimaa, Idea Integration