Evaluating Campaign Effectiveness

Course Duration

16 hours, 2-day training workshop


Face to face training or online training

Course Inclusive

Training materials & certificate of completion

Course Objectives

This course aims to teach marketing analytics best practices and techniques to enable the business in monitor and assess campaign performance and efficiency.


Install R software and related packages

  • Infusing analytics in the campaign business process
  • Capture data to support campaign performance measurement
  • Measure Campaign performance and lift


Marketing Analysts, Marketing Business Users, MIS Managers, Marketing Managers


  • Analytics Background
  • Data Analysis Background
  • Marketing Process Background

Course Outline

  • Module I
    1. Analytics use cases within the campaign business process
      • For strategy planning
      • For execution
      • For measuring campaign effectiveness
    2. Establishing the campaign data architecture
      • Campaign information delivery framework
      • Campaign data mart  Campaign history
      • Response history  Campaign reporting mart
    3. Conducting A/B Tests
      • Determining control group/sample size
      • Champion/Challenger
      • Challenger/Challenger
  • Module II
    1. Measure Campaign Lift
      • Modeling data requirements
      • Control vs. Treatment group performance
      • Predicting campaign response
      • Probability decomposition
      • Incremental Response Modeling
    • MAKATI
    • 4th Flr. 1191 Pablo Ocampo Sr. Extension, Brgy. Sta. Cruz, Makati City, Philippines

    • Contact No.
    • 8247-5011 local 71250

    • Email Address
    • [email protected]

    • 658 Muralla St., Intramuros, Manila 1002, Philippines

    • Contact No.
    • 8247-5011 local 31100

    • Email Address
    • [email protected]