Event Date : 10 Jul 2008
The IIA and ICAN are holding a half day seminar on measuring online marketing campaign success.
This course is fully booked and registrations are closed. If you would like to be added to a wait list, please email the Events Team.
Aim:
This course is aimed at anyone working in online sales, advertising or marketing. It is particularly suited to those who have a little understanding of how online advertising works, but who may be looking to refine their online strategies to achieve greater ROI. It will also be useful for online advertising sales professionals looking to see how clients measure ROI and how they can offer solutions to meet client needs.
Detailed Description:
This course will focus on how to measure various aspects of your online activity, leading to more successful online strategies and ultimately a return on investment
- Goal setting: Defining key objectives and setting goals /identifying success metrics for online activity.
- Measuring search success: This part of the session will look athow to measure the success of your search activity using a range of specific search tools online
- Measuring display advertising success: This section will look at the measurement of display advertising, what defines success and how improvements can be made on your ROI as a result of measurement and analysis
- Measuring website success: We will look at how you canmeasure the success of your website strategy. This section will examine areas such as best practice and benchmarking, user behaviour, user feedback and key learning points
Course Benefits:
After attending this course, you will:
- Be able to set goals and identify key campaign objectives
- Put in place measurement tools to analyse search success
- Define the success of your website in meeting specific goals
- Measure the success of your online display activity and put in place measures to improve success rate
Who Should Attend?
This course is aimed at marketers, advertisers, online sales professionals and advertising agencies who would like to see how best to measure the success of their web presence (website or web advertising)
Trainers
The course will be delivered by Shenda Loughnana, Caragh McKenna and Edward Melvin of ICAN, Ireland's leading interative advertising agency (see trainer profiles below). ICAN has conducted a wide variety of online strategies for some of the top advertisers in the Irish market.
Venue
The course will be held in the Institute of Public Administration (IPA), 57-61 Lansdowne Road, Ballsbridge, Dublin 4.
Some parking is available in the IPA car park, strictly on a first come-first serve basis. On-street, metered parking is also available in the area. Alternatively, the IPA is adjacent to Lansdowne Road DART station. Exit the DART station onto Lansdowne Road, turn left, and the IPA is 10 metres further on your left.
Questions?
Email us for further details.
About the Speakers
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Ms. Shenda Loughnane (Head of Digital)
Aegis Media Group
Shenda Loughnane is Head of Digital at Aegis Media Group. Shenda previously spent ten years as Managing Director of ICAN, Ireland’s leading interactive agency. Prior to ICAN, Shenda worked in traditional advertising in Ireland, the UK and Eastern Europe, and has worked for advertising agencies such as Saatchi & Saatchi, Euro RSCG and CDP. She holds a degree in Communication Studies from DCU.
Aegis Media Group are one of the world’s largest specialist advertising and media groups. Their companies in Ireland include Carat Ireland, Diffiniti, Vizeum and Brindley Advertising.
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Ms. Caragh McKenna (Head of Search Marketing)
ICAN Advertising
Caragh McKenna has over nine years experience in Search Marketing working on both Paid Search and Search Engine Optimsation campaigns. She has conceived and implemented campaigns for several major Irish, UK and multi-national companies including Guinness, Vhi, Paddy Power, eircom and Myhome.ie.
Caragh has been involved in Search training for six years and regularly speaks at Search conferences in the UK and Ireland.
She is currently Head of Search Marketing at ICAN. Her role in ICAN involves overseeing organic and paid search campaigns and integrating search marketing with the other online advertising services that ICAN supply to their clients.
Caragh holds a BA and is a qualified Microsoft Certified Professional; she has also completed Google University.
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Mr. Edward Melvin (Project Manager)
ICAN Advertising
Edward Melvin is Project Manager at ICAN. He has 8 years of project management experience, delivering websites and multimedia projects for clients such as Failte Ireland, Digicel, AIB, the NCTE and Irish Distillers. Edward holds a BA in English & Information Studies and a Diploma in Applied Project Management, and is a member of the Institute of Project Management of Ireland.