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Data-Driven Planning

Get to know the practice of media buying through data-driven marketing strategies.

About this course

Section 1: DSP basics

 

With access to more data, insights, and measurement tools than ever before, there’s never been a more exciting time to work in digital marketing.

 

Section 1 takes you through the current landscape of demand-side platforms (DSPs) and where they’re headed, and the impact this has on your marketing efforts. Explore key topics like artificial intelligence, planning, and expressiveness, along with other foundational topics that are top-of-mind for brands, agencies, and DSPs alike.

 

Section 2: Data and identity

 

Today’s digital advertising ecosystem faces the impact of the attention economy, with identity playing a key role in controlling frequency and storytelling across devices.

In Section 2, learn best practices for person-based marketing to reach these key audiences, and why using data intelligently is at the forefront of it all.

 

Section 3: Measurement and goal setting

 

Offline or online, smart measurement strategies are perhaps the most central topic for today’s marketers as they battle to win the hearts and minds of their new audience prospects.

 

Section 3 takes you through how complex data science can help you measure the effect of every ad on every person, which metrics and goals make the most sense for your objectives, and strategic ways to grow your omnichannel buys.

Section 4: Driving growth

 

With the programmatic landscape and consumer habits changing at a moment’s notice, it’s no secret that data should be the center of informing current and future marketing efforts.

 

In Section 4, learn from the common mistakes that other modern marketers are making, and take away best practices for prioritizing a customer-based strategy while segmenting your audience data and planning for impactful campaigns.

 

Data-Driven Planning Course Details:

 

  • Complete approximately five required coursework hours,
  • Follow along with self-paced eLearning video courses and pass sectional quizzes and exams, and
  • Showcase your skills with an industry-recognized certification badge
    • Add to your CV, LinkedIn profile, Facebook page, or Twitter account.  
    • Anyone can verify your Edge Academy certification by clicking on your badge.
    • Display your hard work and validate your expertise. 
    • Each badge gives details about specific skills you developed. 

Curriculum

  • Section 1: DSP basics
  • Welcome and introduction
  • Preview
    8 key components of a DSP: Now and at end state (Part 1)
  • 8 key components of a DSP: Now and at end state (Part 2)
  • 8 key components of a DSP: Now and at end state (Part 3)
  • 8 key components of a DSP: Now and at end state (Part 4)
  • Koa™ artificial intelligence (AI)
  • Quiz: DSP Basics
  • Section 2: Data and identity
  • Identity (Part 1)
  • Identity (Part 2)
  • Relying on the right data
  • Brand safety and marketplace quality (Part 1)
  • Brand safety and marketplace quality (Part 2)
  • Quiz: Data and Identity
  • Section 3: Measurement and goal setting
  • Measurement
  • Core Trading Principle - Omnichannel Mapping and Goal Setting
  • Quiz: Measurement and Goal Setting
  • Section 4: Driving growth
  • Driving growth: Tips for the modern marketer (Part 1)
  • Driving growth: Tips for the modern marketer (Part 2)
  • Driving growth: Tips for the modern marketer (Part 3)
  • Core Trading Principles - Developing Strategies
  • Quiz: Driving Growth
  • Final Exam
  • Data-Driven Planning Exam
  • Survey
  • Digital Badging

About this course

Section 1: DSP basics

 

With access to more data, insights, and measurement tools than ever before, there’s never been a more exciting time to work in digital marketing.

 

Section 1 takes you through the current landscape of demand-side platforms (DSPs) and where they’re headed, and the impact this has on your marketing efforts. Explore key topics like artificial intelligence, planning, and expressiveness, along with other foundational topics that are top-of-mind for brands, agencies, and DSPs alike.

 

Section 2: Data and identity

 

Today’s digital advertising ecosystem faces the impact of the attention economy, with identity playing a key role in controlling frequency and storytelling across devices.

In Section 2, learn best practices for person-based marketing to reach these key audiences, and why using data intelligently is at the forefront of it all.

 

Section 3: Measurement and goal setting

 

Offline or online, smart measurement strategies are perhaps the most central topic for today’s marketers as they battle to win the hearts and minds of their new audience prospects.

 

Section 3 takes you through how complex data science can help you measure the effect of every ad on every person, which metrics and goals make the most sense for your objectives, and strategic ways to grow your omnichannel buys.

Section 4: Driving growth

 

With the programmatic landscape and consumer habits changing at a moment’s notice, it’s no secret that data should be the center of informing current and future marketing efforts.

 

In Section 4, learn from the common mistakes that other modern marketers are making, and take away best practices for prioritizing a customer-based strategy while segmenting your audience data and planning for impactful campaigns.

 

Data-Driven Planning Course Details:

 

  • Complete approximately five required coursework hours,
  • Follow along with self-paced eLearning video courses and pass sectional quizzes and exams, and
  • Showcase your skills with an industry-recognized certification badge
    • Add to your CV, LinkedIn profile, Facebook page, or Twitter account.  
    • Anyone can verify your Edge Academy certification by clicking on your badge.
    • Display your hard work and validate your expertise. 
    • Each badge gives details about specific skills you developed. 

Curriculum

  • Section 1: DSP basics
  • Welcome and introduction
  • Preview
    8 key components of a DSP: Now and at end state (Part 1)
  • 8 key components of a DSP: Now and at end state (Part 2)
  • 8 key components of a DSP: Now and at end state (Part 3)
  • 8 key components of a DSP: Now and at end state (Part 4)
  • Koa™ artificial intelligence (AI)
  • Quiz: DSP Basics
  • Section 2: Data and identity
  • Identity (Part 1)
  • Identity (Part 2)
  • Relying on the right data
  • Brand safety and marketplace quality (Part 1)
  • Brand safety and marketplace quality (Part 2)
  • Quiz: Data and Identity
  • Section 3: Measurement and goal setting
  • Measurement
  • Core Trading Principle - Omnichannel Mapping and Goal Setting
  • Quiz: Measurement and Goal Setting
  • Section 4: Driving growth
  • Driving growth: Tips for the modern marketer (Part 1)
  • Driving growth: Tips for the modern marketer (Part 2)
  • Driving growth: Tips for the modern marketer (Part 3)
  • Core Trading Principles - Developing Strategies
  • Quiz: Driving Growth
  • Final Exam
  • Data-Driven Planning Exam
  • Survey
  • Digital Badging