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Measuring Marketing Campaigns Online
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Measuring Marketing Campaigns Online 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. A Classroom course provided by UBC Continuing Studies in Vancouver, British Columbia, Canada
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