IAB Education

When and How to Measure the Efficacy of Digital Campaigns – Taught by experts from comScore

This seminar will teach the basics of online campaign effectiveness including the capabilities of current analytics, common measures of effectiveness, and how to manage measurement projects efficiently.

Led by Anne Hunter, VP Ad Effectiveness Products at comScore, this class can help address the following questions:

• What type of measurement should I use for a brand campaign online? Direct response?
• How can I discern the varying contributions of different placements, creative and publishers?
• How can I compare online efficacy against offline media?
• How can I measure digital’s impact on direct sales that they occur offline?
• Why is it important to understand the distinctions between different methodologies – panel vs. survey vs. third party database matches? Can I use these different techniques together?
• Who are the vendors offering measurement solutions and what are publishers and agencies able to do in-house?

This seminar is targeted at mid-level media planners, ad sales staff, as well as marketing and research teams from both publishers and agencies, particularly those tasked with proving the value of their media spend.