Course description
Programmatic Marketing: Essentials
Learn how programmatic can transform your marketing and support your goals. Design experiments and analyse outcomes to determine return on investment and boost your results. Recognise new opportunities for programmatic and determine what's next for brands and agencies in this space.
Upcoming start dates
Suitability - Who should attend?
The course is aimed at digital marketers looking to extend their knowledge of digital into programmatic. This subject is the latest development in digital amongst advertisers and agencies, it is crucial for marketers to understand how programmatic works the how this approach can support marketing objectives and better serve the customer.
The course will provide another perspective to marketers already aware of programmatic, for participants new to the world of programmatic this will present an opportunity to raise awareness and lead a programmatic development project.
Outcome / Qualification etc.
You will learn to:
- Understand what programmatic is and how this approach has fundamentally changed the media buying landscape
- Review the data process and the key stakeholders who make up the value chain, using the Programmatic framework
- Recognise the opportunities and threats of using programmatic from a practical and legal and compliance perspective, when should Programmatic be used and when shouldn't it.
- Distinguish what's next for programmatic and how will this impact an organisation and its agencies in the future
- Analyse to a level of knowledge that will enable you to challenge and question from a media agency and an organisation perspective
Training Course Content
What is programmatic marketing?
- Is programmatic just another digital buzzword, why do it?
- What does programmatic mean for the advertiser and consumer
- Which media channels are best suited to programmatic marketing
- What is a typical programmatic structure between client and agency, who are the key players in the value chain?
- What are some of the pros and cons of programmatic marketing advertisers need to look out for?
- What are marketers doing wrong in programmatic today?
Developing a programmatic marketing strategy
- What are the guiding principles of a programmatic strategy and how support the overall strategic marketing goals
- Iterative learning across a multi device real time world
- How to correctly design robust programmatic experiments
- Analysing results of experiments and ploughing forward learning
- How to use data to paint an ideal customer picture and steer advertising choices.
Connecting the dots: turning your strategy into action
- Case study: Getting ROI From Programmatic
- Real Time Bidding Vs Traditional Display targeting and when to use each
- The pillars of effective programmatic implementation
How to measure programmatic
- Pros and cons of last-vs-first click attribution modelling
- Holistic multi-channel attribution models
- Measurement Tactics For Optimising Your Programmatic Buys
What is the future of a programmatic world?
- Predictive models for optimising future results
- The future of programmatic – trends that are defining 2017
Course delivery details
Virtual Classroom: Tutor led, live, online classroom environments, find out more here: Virtual Classroom
Why choose Institute of Data & Marketing
Over 30 years experience as a leading awarding body for qualifications in data & digital marketing
Over 100,000 people have attended our courses
Over 15,000 marketers have earned a professional certification with us
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Institute of Data and Marketing
IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...