Contact us to bring this topic on-site to your location!
|CMP0115||Dec. 17-18, 2014||New York, NY|
In today’s multichannel world, proper testing and assessment of content, creative, messages and channels are more important than ever before. It is all about relevance — sending the right marketing message at the right time to the right person in the right channel. Not getting it right could be devastating to the business resulting in an “opt out” or an “unlike” by the consumer regarding all future communications.
In this session you will learn how to set up tests within the traditional and digital world including social channels, read those results and assess their ROI. We will touch on issues of inappropriate campaign attribution and how Comscore, Facebook, Adobe and Google Analytics are assisting in these efforts. It will be an intense and information packed 2 days discussing everything you will need to know to drive your business forward in this complex and ever evolving multichannel world we live in.
In addition, those attending will also receive many free tools and spreadsheet applications including free test design and analysis calculators, ROI calculators and breakeven calculators.
Member – $1,399
Non-member – $1,699
Day 1: 9:00 A.M. – 5:00 P.M.
Analyzing Test Results
Cost Benefit Analysis
Putting it All Together
Day 2: 9:00 A.M. – 5:00 P.M.
A/B Split and Multivariate Testing Considerations
Email Marketing Tests
Web Content Testing
Shopping Cart Abandonment Testing
Paid Search and Banner Ad Testing
Inappropriate Campaign Attribution and the Impact on Measuring Social
Putting It All Together
Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.
Perry Drake is the new Academic Director of Programs in Business and Assistant Professor at the University of Missouri – St. Louis. He is responsible for the creation of all new courses and programs regarding social and digital media marketing on campus.
He comes to UMSL from New York University where he was an Assistant Professor for 14 years teaching various social and digital media marketing courses.
Perry has been involved in the integrated marketing industry for over 24 years. He was an Assistant Professor at NYU in the Integrated Marketing Master’s Degree Program focusing on data and web analytics courses. As a professor at NYU, Perry led student teams in various challenges including the Google Challenge which focuses on paid search and the Adobe Sitecatalyst Challenge which focuses on web analytics and tracking. His various student teams have placed twice as finalists in the Google Challenge and second in the Adobe Challenge winning an $8,000 prize. Perry was the recipient of the “Outstanding Service Award” on February 9, 2011 from NYU in appreciation for effective and continuing contributions to the goals and purposes of the School and University. Perry’s "Web Analytics" class taught within NYU's Digital Marketing Certification program was listed in August of 2011 by Time Out Magazine as one of the top four classes to take in the "online learning space.” He also held an Adobe Educational Webinar, April 2012, on the impact of the “Data Revolution” on higher education.
In addition, Perry is a partner and General Manager at Drake Direct, a boutique integrated marketing consulting agency located in New York, a firm his wife Rhonda Drake founded in 1997. Perry is also a published author of the book “Optimal Database Marketing” by Sage Publications.
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