Let’s Disrupt Performance Marketing

Course Overview

Performance marketing is a specialised field of online marketing that focuses on maximising returns of digital campaigns. By monitoring all events involved in the customer journey on a real-time basis, performance marketeers strive to optimize online marketing budget diligently.

The basic aim of this workshop is to equip attendees with the necessary skills and knowledge required to better understand the realm of online marketing. This highly practical workshop will help participants to identify the mechanics of tracking performance of online campaigns, attribute sales data at channel/campaign level, and optimize performance on real-time basis. Along with this, it will also teach the attendees – end to end – the power of social media and how users can benefit from the immense knowledge available to succeed in the digital world.

Key Takeaways

After attending this workshop, participants will be able to:

Align business objectives with online marketing KPIs
Measure the impact of using different attribution models on business value
Identify best practices for online creatives
Improve performance of digital campaigns on an on-going basis
Prepare performance reports
Develop monthly, quarterly and yearly forecasts for online marketing

Who Should Attend

Marketing and advertising professionals from all industry verticals such as automobile, banking, FMCG, consumer durables, education, energy, insurance, finance, fintech, food, government, education, healthcare, manufacturing, online, pharma, retail, media, telcos, transportation, and not for profit, etc.

Online Marketing & Communication Managers
Marketing Agency Executives
Digital Strategist & Executives
Creative & Marketing Directors
Brand Managers (including their immediate teams)
E-commerce Managers (including their immediate teams)
Entrepreneurs, Business Leaders
Professionals belonging to organizations that have traditionally focused on offline marketing and now want to switch to digital channels

Course Contents

Understanding how to track real-time performance of digital campaigns through pixels and UTM parameters

Tracking performance of online campaigns at channel/adset/creative level
Diverting traffic to third-party platforms

Attributing users, purchases and revenue to a particular campaign/channel (Attribution Models)

Understanding the difference between single-touch and multiple-touch attribution models
Formulating the impact of using different attribution models on marketing campaigns

Identifying the customer journey

Mapping out different stages in the user life cycle
Analyzing performance and drop-off rates at each stage to improve performance in the future

Optimizing performance on an on-going basis (A/B Testing)

Identifying key metrics to compare the performance of different digital campaigns
Developing monthly/quarterly frameworks to establish best practices for online creatives

Theft in the digital marketing industry

Highlighting different payout methods in the digital marketing industry
Recognizing fraudulent activities in online campaigns to optimize spend

Fundamentals of Youtube Marketing

Developing structure for running creatives on YouTube
Ensuring that YouTube campaigns are optimized for the intended objective

Power of Social Media

Importance of content creation and delivery
How individuals and small businesses are challenging large corporations through online branding

Forecasting performance for future months/budgeting

Practical examples of creating sales and budget forecasts through two different approaches: top-down and bottom-up

The key points of the workshop will be explain through practical example.

Speaker

Course Facilitator

Mizyal Wahid

Head of Private Traffic Daraz

Mizyal graduated in 2016, gaining a BSc. (Honors) degree in Economics from LUMS. He is currently engaged as the ‘Head of Private Traffic’ at Daraz – where his role involves consulting 30+ DarazMall brands and their marketing agencies on developing creative optimization and user-funnel strategy – to help improve the performance of their online campaigns and increase Return on Ad Spend (ROAS). Prior to his current role, he worked as the ‘Head of Facebook Marketing’ for Daraz, where he managed performance marketing campaigns on the channel for all five Daraz countries. During that time, he led the project of ‘decentralizing the performance marketing department’ and played a crucial role in establishing local paid marketing teams in each Daraz country. His area of expertise lies in optimizing online marketing budgets and developing cross-platform consistency in digital ads. In addition to his association with Daraz, Mizyal is also a ‘Digital Marketing Trainer’ at the Institute of Business Administration (IBA), where he has delivered courses on Social Media Marketing and Digital Marketing Strategies for 70+ executives.

Venue

Date: Tuesday, 28 January 2020
Venue: Karachi Marriott Hotel
Time: 09:00 am – 05:00 pm

Date: Thursday, 30 January 2020
Venue: Faletti’s Hotel, Lahore
Time: 09:00 am – 05:00 pm

Registration

For further information please contact
Mohammed Phaysal / Jameel Ahmed
0300 213 3849 / 0313 2971 833
(021) 3480 1888 / 3483 3775

Terrabiz Cancellation Policy

For cancellations made in the 7 working days to the workshop, no refunds will be given. Cancellations must be confirmed by email. Substitutions may be made at any time.

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Registration