Loading
Loading...

Course 402: Mastering Measurement – Developing Metrics and Understanding Measurement in Digital Advertising Outline


MODULE 1

Introduction and Course Preview
  • The State of Digital Media
  • How Digital Advertising Works
  • Digital Media Imperatives
  • Course Preview


MODULE 2

Measurement Terminology – Part 1
  • Click, Click-Through, Click-Through Rate
  • Interaction Rates, Dwell Rates
  • Benchmark Metrics
  • Video Completion Rate, Expansion Time
  • Engagement, Engagement Metrics
  • View-Throughs, Post-Impression
  • Attribution, Modeling and Challenges


MODULE 2

Measurement Terminology – Part 2
  • Key Performance Indicators
  • Conversions, Conversion Rates
  • Performance Metrics
    • Cost-per-Click
    • Cost-per-Action
    • Cost-per-View
    • Cost-per-Engagement
  • Viewable Ads, Measuring Viewability
  • Metrics by Platform
  • Native Advertising Metrics
  • Content Marketing Metrics
  • Related Measurement Terminology


MODULE 3

Data in the Ad Ecosystem
  • Data and Audience Segments
  • Sources of Data in Digital Marketing
  • Data in the Advertising Ecosystem
  • Tracking Data
  • Audience Data and Targeting
  • The Ad Delivery Process
  • Tracking Cookies and Data Collection
  • Tolls that Track Your Data


MODULE 4

What Impacts Measurement
  • 10 Things That Impact Measurement and Performance
  • Campaign Metrics
  • What Happens After an Ad is Served
  • Performance Metrics, Matching to Objectives
  • Perspectives on Performance and CPMs
  • Perspectives on Click, CTRs
  • Evaluating and Optimizing Online Advertising
  • Attribution and Performance


MODULE 5

Standards, Best Practices and IABís Guidance
  • Ad Verification
  • Measurement Standards
  • IABs Guidance, Standards, Best Practices
  • IABs Guiding Principles of Digital Measurement
  • Cookies, Targeting and Privacy


MODULE 6

Wrap Up
  • Review
  • Measurement Terminology Crossword
  • Academy of Digital Media Resources