Paid Search Analytics and Multi Touch Attribution Analysis

Course description

Have you ever wondered how paid search, SEO, and other tactics interact, and how to allocate your resources in the optimal way? This short session will share a case study that provides a holistic understanding of customer behaviour across all digital channels (bought/owned/earned) in order to optimise future efforts.

The key areas covered in this course include:

• Cross channel tracking and attribution
• Clicks to conversion
• How online marketing is measured today
• Solutions
• Current abilities
• Potentials
• Summary
• Challenge: reports and analysis by silos
• Attribution models to the rescue?
• How to best optimize digital investment?
• Digital attribution
• Multivariate attribution models
• What is required
• Optimizing frequency based on conversion rate
• Test and learn
• Driving efficiency and effectiveness
• Key takeaways

Instructors include:

• Thomas Bindl
• Crispin Sheridan

Biography

Multiple

Many ClickZ Academy e-Learning courses and How tos have multiple instructors. Check the course description for instructor names or for links to individual course modules.

Multiple licences

ClickZ Academy's extensive library offers a range of off-the-shelf courses; customized packages are available for organizations.

Features of ClickZ Academy

• Cost effectiveness:
  With ClickZ Academy, your company incurs no costs for travel, accommodation, or booking trainers. Courses are competitively priced.
• Accessibility and time saving: Users can access courses at work, home, or any place that has an Internet connection. The system bookmarks where they leave off, enabling them to work at their own pace.
• Learning development: The learning management system allows your employees to track their progress and revisit content when necessary. They can demonstrate their understanding of the material through the formal test. When they successfully complete the course, they will receive CPD accreditation and a certificate as tangible proof of their career development.

Customized Training

If our library of content does not meet your organization's training needs, our team can structure a unique program that will allow you to:

• Manage when you launch courses.
• Allocate specific modules to individual employees.
• Run reports to monitor and track your employees' progress.
• Set up automated emails to remind staff of deadlines.

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