Tracy Adams
A critical component of any advertising campaign is the ability to evaluate its success through specific metrics that need to be impacted (ex., awareness, attitudes & perceptions, sales & business units, etc.). This course examines the value of campaign effectiveness measurement and how it has evolved with the advertising ecosystem, and the role of campaign measurement for companies and the marketing industry as a whole. Students will measure the difference between key performance indicators, engagement metrics, and outcome metrics. This course will also provide a detailed overview of the main measurement tools used in marketing today: Marketing mix modeling, Multi-touch attribution, Experiments/AB/RCT, Trackers, Social listening tools and sentiment analysis.
There are 7 live remote 60-minute sessions. Students must attend 4 of the 7 sessions. In the Spring 2025 academic semester, this course's live sessions will be held on Wednesdays from 6PM-7PM.