ONLINE DIGITAL MARKETING ANALYTICS PROGRAM

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In this 3-half-day expert-led, live online class, you will be exposed to digital analytics tools and performance marketing techniques that can help you piece together digital data for better optimization. Learn how to uncover actionable data-driven insights in the Online Digital Marketing Analytics Program.

 SCHEDULE: May 10, 17, & 24

 DURATION: 13:00-18:00 GMT+8

 FORMAT: 100% Live & Online

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    PROGRAM OBJECTIVE
    By the end of the 3-half-day online program, the students will gain technical knowledge of exposure and effectiveness metrics, conversion rate optimization frameworks, and digital measurement tools that will enable them to optimize campaigns according to a given set of diverse business conversion objectives.

    RECOMMENDED FOR

    • Professionals who want to grow their skill set with digital marketing analytics.
    • Entrepreneurs want to expand their business using digital marketing analytics.
    • Career shifters who want to specialize their trade in digital marketing analytics.

    CERTIFICATE ELIGIBLE
    For those who will enroll in the With CDM Certification option, you can earn a CDM Certificate after finishing the program and passing the qualifying exam. All program attendees will receive a Certificate of Participation.

    GROW YOUR CAREER
    Start or accelerate your career in digital marketing! This program is part of the CDM Digital Marketing Strategist Track.

    Have questions?

    If the industry is changing, we are adapting with it.

    In the spirit of continuous improvement, we at CDM always strive to deliver the best learning experiences to our students that will help them #BeMore, impact their careers, and deliver a positive ROI for their organizations.

    THIS CLASS WAS LAST UPDATED MARCH 2023

    Bite-sized Learning Format

    Starting in the second-half of the year, students can enjoy shorter learning sessions for CDM certification programs. Our online classes are now more spread out which means a lighter CDM learning experience.

    70-30 Program Structure

    We optimized our curriculum to strike a balance between theory (30%) and practice (70%) and feature more individual and collaborative activities for a richer learning experience.

    Have questions?

    Program details

    DAY 1 | DIGITAL ANALYTICS: PRINCIPLES, PROBLEM-SOLVING, AND EXPERIMENTATION FRAMEWORKS

    • Key Principles of Digital Measurement, Analysis, and Analytics
      • Measurement
      • Analysis
      • Analytics
        • Descriptive
        • Predictive
        • Prescriptive
      • Types of Data
        • Data Can You Use for Digital Marketing
        • Zero-Party Data, 1st-Party Data, 2nd-Party, and 3rd-Party Data
      • Overview of Data Ethics
    • Business and Communication Problems That Digital Analytics Can Solve
      • Performance Marketing
        • Conversion and Its Different Forms
        • 4-Level Hierarchy of Marketing Measurement
      • Value of Performance Marketing
    • Different Frameworks to Design and Run Impactful Experiments
      • Infinity Experimentation Framework
      • PACET Framework
      • LEVER Framework
      • Test Archive
      • Data Value Chain

    DAY 2 | DIGITAL ANALYTICS FRAMEWORKS AND DATA EXTRACTION FOR PERFORMANCE OPTIMIZATION

    • Utilize Analytics Frameworks for Mapping the Conversion Journey and Optimizing Performance
      • Digital Measurement Board E2 – A special framework that categorized metrics into Exposure and Effectiveness
      • Consumer Insighting Tools
      • Market Mix Modeling
      • Brand Lift
      • Cross-Channel Reach
      • Attribution Modeling
      • Tagging & Tracking
      • Social Listening and Intelligence
    • Identify What Data to Pull From Different Digital Platform Campaign Dashboard
      • Digital Analytics and Its Types
        • Google Analytics Dashboard
        • Facebook Page Insights Dashboard
        • Facebook Analytics Dashboard
      • Campaign Data Across the Consumer Funnel
        • TOFU (Top of the Consumer Funnel)
        • MOFU (Middle of the Consumer Funnel)
        • BOFU (Bottom of the Consumer Funnel)
      • LIFT Model
      • PIE Framework

    DAY 3 | OPTIMIZING CAMPAIGN PERFORMANCE WITH CROSS-CHANNEL INSIGHTS, EXPERIMENTATION, AND MARKETING AUTOMATION

    • Derive Cross-Channel Platform Insights
      • Cross-Media/Cross-Channel Reach – A cross-channel advertising platform allows brands (either in-house or external) to manage ads across three or more channels, enabling them to diversify their digital advertising strategies via a single platform.
      • Media Agnostic Approach
      • Concepts of Multi-Media Optimization, Point of Diminishing Returns
    • Design Experiments Using Given Tools and Techniques Measuring Campaign Exposure and Effectiveness
      • Touchpoint Optimization:
        • Websites
        • Apps
        • Social Media
        • Marketplace
        • Online to Offline
      • Digital Measurement Tools
        • Google Analytics
        • Facebook Audience Insights
    • Challenges and Benefits of Marketing Automation
      • Introduction to Marketing Automation
      • Benefits of Marketing Automation
      • Tools and Techniques of Marketing Automation
      • Challenges of Marketing Automation

    Rate Inclusions:

    • 15 total hours of online learning sessions (lectures and collaborative activities)
    • Access to the Student Learning Portal with a library of supplementary content
    • Get a Certificate of Participation at the end of the program after full attendance
    • Get a CDM Certificate for applicable programs after passing a qualifying exam
    • Get to network will other participants and consult with Subject Matter Experts

    Get Certified by CDM
    At the end of your online classes, you will receive access to take the Certification Exam. Pass this to earn and get your official digital CDM Certification. If you didn’t apply for Certification, a Certificate of Participation will be sent to you. Showcase your certifications by linking or uploading them in LinkedIn!

    Get Immersed Online
    Unlike your regular recorded webinar and online class, CDM online classes are expert-led and live by leveraging on the Zoom platform and our Student Portal that connects our Students with our Subject Matter Experts (SMEs).

    Wherever you are, be involved and connect with SMEs and other learners, ask questions, and interact on class activities. The CDM Support Team will also be there to make sure everyone is engaged, moderate the class, and support you on Q&A, and other challenges.

    Collaborative Learning
    We designed our classes to strike a balance between theory (30%) and practice (70%) by featuring more individual and collaborative activities for a richer learning experience. A good mix of learning tools and apps will be used including Thinkific, Kahoot, Mentimeter, and Google Jamboard, to name a few.

    In the activities, you will be asked to solve real business and marketing cases so you can sharpen your analytics and strategic skills. Work with your learning teams through virtual breakout rooms.

    Never Stop Learning
    Get additional learning content and go through asynchronous (self-paced) case studies and reflection activities in between sessions via our Student Portal to boost your upskilling!

    Our programs are conducted by Subject Matter Experts (SMEs) who are industry experts and thought leaders in their respective fields. CDM boasts a 200+ SME network as partners who provide ongoing feedback on our program design.

    Your class will be taught and facilitated by a mix of SMEs coming from this line up.

    Mike Acosta is the Managing Director at The Loop PH. He was the former Head of Digital Strategy & Business Unit Head of iProspect, a performance marketing agency under the Dentsu Aegis Network where he led the strategy, planning, buying, and optimizations across different brands such as SM, Huawei Mobile, ADP Pharma, Merck, and Honda Philippines, among others.

    Mike’s work mainly revolves around media planning and execution through search, display, social, and programmatic platforms. On top of operations, he does insighting, data analysis, storytelling, visualization, and performance optimization.

    Mike Acosta

    Roki is a seasoned marketer and communicator. For the last 16 years, he has held brand management and IMC positions, at both local and global levels, for FMCG brands such as Splash Corporation and Coca-Cola. He also served as the Corporate Brand Management and Sustainability Director for Globe Telecom, managing their reputation and trustability initiatives across different stakeholders and platforms.

    After 11 years as a client, Roki went agency-side to raise the bar of strategic thinking as Connections and Integration Director with Publicis Media. He joined Dentsu in 2019 to help build strategic integrated communications and research capabilities across the media and creative service lines. Just recently, he was elevated as Head of Data in the Philippines to help accelerate agency value for clients through data-driven and tech-enabled solutions for clients.

    Roki Ferrer

    Before joining the Global Creative Solutions Leadership Team at Shell, Ethel worked as Head of Strategy, Analytics and Experience Design at NuWorks Interactive Labs, the Philippines' biggest local independent digital agency. Prior to that, she was Brand Strategist for over a decade, with 12 years in Brand, Creative and Digital Strategy with Saatchi & Saatchi, McCann Worldgroup, Lowe Singapore, and BBDO Guerrero; and 3 years in Brand Management, Marketing Planning and Effectiveness, and eCommerce Acceleration at Diageo Philippines. She is also a WARC Opinion contributor, a senior lecturer at the MBA Program of the University of the Philippines, and an executive MBA candidate at Steinbeis University - School of Creative Leadership in Berlin.

    Ethel Sanchez

    DATES:

    • BATCH 36: May 10, 17, 24 (3 Fri)
    • BATCH 37: Aug 31, Sep 7, 14 (3 Sat)

    TIME:

    • 13:00 – 18:00 Philippine Time (PHT) (UTC +8) /
    • 13:00 – 18:00 Singapore Time (SGT) (UTC +8) /
    • 12:00 – 17:00 Indonesia Time (WIB) (UTC +7) /
    • 12:00 – 17:00 Vietnam Time (ICT) (UTC +7) /
    • 11:30 – 16:30 Myanmar Time (MMT) (UTC +6:30)

    Have questions?

    Digital Creative Series starts on July 27! ENROLL NOW
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