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By definition, campaign optimization is the process of improving marketing efforts in order to maximize business outcomes. While it is a commonly used term, the actual process varies quite a bit depending on the goals and the marketing channels involved. Beyond that, it often is mentioned as a footnote after learning how to use a platform or it is passed on to a data science team who leverages complex algorithms. This workshop-style course teaches best-practice approaches to planning and measuring marketing campaign outcomes. We will take a granular approach to discovering how to optimize campaigns using platform-specific insights, Google Analytics, and MS Excel. Gain hands-on experience, while learning how best to allocate resources by identifying the most effective segments. This course also covers how best to employ A/B testing to continue improving the results and impact of campaigns.
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