Design the customer journey for real-time campaign measurement across the touchpoints that actually influence the decision.
Building Real-Time Digital Campaign Performance Measurement Systems
A working programme in real-time campaign measurement for managers who have to deliver with existing resources.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in real-time campaign measurement is imperfect; that is not a reason to stop measuring it. A message about this aspect of marketing and commercial practice that tries to reach everyone reaches nobody. The course leaves participants able to diagnose weaknesses in this area of marketing and commercial practice before they become incidents. The programme is built to be used, and every section of real-time campaign measurement it covers ends in something applicable. Ambition around this strand of marketing and commercial practice outruns capacity unless the sequencing is deliberate. Sessions alternate between guided analysis of the marketing and commercial practice capability and supervised application. Applied research in marketing and commercial practice consistently shows that early structure around real-time campaign measurement reduces downstream rework. It is designed for mixed groups, so that the marketing and commercial practice discipline is examined from more than one functional angle. Participants leave with a first-ninety-days plan for the wider marketing and commercial practice agenda rather than a set of notes.
Expected Learning Outcomes
Distinguish the parts of real-time campaign measurement that must be standardised from those that require judgement.
Define the audience for real-time campaign measurement precisely enough to exclude people.
Build the positioning for real-time campaign measurement around a claim competitors cannot honestly make.
Structure pricing for real-time campaign measurement to reflect value rather than cost.
Design a training and briefing approach that sustains competence in real-time campaign measurement.
Define the scope and boundaries of real-time campaign measurement so that responsibility for it is unambiguous.
Who Should Attend
Founders and owner-managers running real-time campaign measurement personally.
Account managers responsible for retention within real-time campaign measurement.
Analysts producing the data on which decisions about real-time campaign measurement rest.
Managers with direct responsibility for real-time campaign measurement within the commercial team.
Sales managers leading teams that deliver real-time campaign measurement.
Marketing managers responsible for real-time campaign measurement.
Course Modules
Real-time campaign measurement: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Protecting the brand while hitting targets on real-time campaign measurement
- Describe the buyer for real-time campaign measurement specifically enough to name who is excluded.
- Build the report on real-time campaign measurement that answers whether to spend more or less.
- Check that real-time campaign measurement still works when volumes rise unexpectedly.
- Prepare the response for the most likely failure in real-time campaign measurement.
Session 2Testing the message on real-time campaign measurement before spending
- Estimate the resource real-time campaign measurement requires to run as designed.
- Agree the attribution model for real-time campaign measurement and state its known limits.
- Agree the indicators that will show whether real-time campaign measurement is improving.
- Assign responsibility for keeping documentation of real-time campaign measurement current.
Real-time campaign measurement: channels, content and creative
2 sessions · 8 pointsSession 1Handling the objection to real-time campaign measurement that ends most conversations
- Define the trigger that would require real-time campaign measurement to be redesigned.
- Set the discount authority for real-time campaign measurement and require justification.
- Review whether short-term tactics on real-time campaign measurement are damaging the brand.
- Write the positioning claim for real-time campaign measurement and test whether a competitor could say it too.
Session 2Comparing real-time campaign measurement with recognised practice
- Measure lifetime value from real-time campaign measurement, not just first purchase.
- Establish the boundary of real-time campaign measurement and record what sits outside it.
- Check that records of real-time campaign measurement answer the questions likely to be asked.
- Arrange the handover of real-time campaign measurement so capability survives staff changes.
Real-time campaign measurement: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Keeping real-time campaign measurement alive after the initial push
- Compare cost of acquisition against value in real-time campaign measurement.
- Choose the next segment for real-time campaign measurement and state why it is next.
- Decide what will be stopped to create capacity for real-time campaign measurement.
- Record what was learned when real-time campaign measurement did not go as planned.
Session 2Measuring real-time campaign measurement when attribution is imperfect
- Build the competence framework that supports real-time campaign measurement.
- Test creative for real-time campaign measurement at small scale before full commitment.
- Select channels for real-time campaign measurement based on evidence, then cut the rest.
- Agree what will be standardised in real-time campaign measurement and what will not.
Real-time campaign measurement: objection handling and negotiation
2 sessions · 8 pointsSession 1Closing out real-time campaign measurement and capturing what was learned
- Map the decision journey for real-time campaign measurement and mark where the choice is actually made.
- Anticipate the objections real-time campaign measurement will raise and prepare the answers.
- Define the handover point between marketing and sales in real-time campaign measurement.
- Set escalation thresholds for real-time campaign measurement that work out of hours.
Session 2The claim about real-time campaign measurement competitors cannot copy
- Define qualification criteria that disqualify quickly in real-time campaign measurement.
- Build the content that answers the buyer's real question about real-time campaign measurement.
- Define acceptance criteria for real-time campaign measurement in advance.
- Script the three most common objections in real-time campaign measurement and the responses.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.