Evaluating Campaign Effectiveness

Course Duration

16 hours, 2-day training workshop

Delivery

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.

LEARN HOW TO

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

WHO SHOULD ATTEND

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

PREREQUISITES

  • 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
    • 333 Sen. Gil Puyat Ave., Makati City 1200, Philippines

    • Contact No.
    • +63 2 8891 0713
      +63 2 8751 6482

    • Email Address
    • inquiries@mapua.edu.ph

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

    • Contact No.
    • +63 2 8524-5572


    • Email Address
    • ccesc@mapua.edu.ph