Evaluating Campaign Effectiveness

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.

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
    • +63 2 8891 0722
    • +63 2 8891 0713
    • +63 2 8751 6482
    • Intramuros
    • +63 2 8524-5572
    • Intramuros
    • 658 Muralla St., Intramuros, Manila 1002, Philippines


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