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Proving Digital Marketing ROI

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9:00 am - 5:30 pm daily (excluding 1 hr. of assessment )

27-28 September, 2022

16-17 November, 2022

UPCOMING CLASS

27-28 September, 2022 [CLASSROOM]

16-17 November, 2022 [CLASSROOM]

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OVERVIEW

Businesses typically invest in digital marketing for one purpose, to increase sales. The problem is that marketers and others involved in the sales process are rarely able to tie marketing efforts to a tangible return for the business. They cannot calculate the digital marketing return on investment (ROI).

 

During this 2-day Proving Digital Marketing ROI, participants will learn how to collect and analyse the data required to delivered digital marketing ROI. The course comprises of 2 modules:

  • The Fundamentals of Digital Marketing ROI (Day 1) introduces the principles and metrics which are required to calculate ROI. Participants will also learn how to assess the appropriateness of measurement tools and prepare performance metrics for reporting purposes.

  • Calculating and Presenting Digital Marketing ROI (Day 2) provides attendees with the skills to calculate ROI using the metrics gathered in Day 1 and present their findings in the right way to the business.

  • Anyone who spends money on marketing or is tasked with managing or executing marketing campaigns will benefit from this course as they will learn how to associate their marketing efforts with what matters to the business, sales.

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WHO SHOULD ATTEND

Senior managers and business owners with marketing, business analysis and sales responsibilities .

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What Will I Learn

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Analyse principles of performance metrics and ROI

  • Data components of ROI

  •  Marketing data required for calculating ROI includes investment costs and returns attributable to marketing

  • Collecting and analysing the data required to measure business performance

  •  Extracting ROI data from digital marketing

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Assess appropriateness of measurement tools

  • Innovations and trends of digital marketing channels such as web, search, social & email

  • Innovations and trends of digital marketing metrics includes reach, engagement, conversion, re-engagement

  • Aligning digital metrics with key performance indicators (KPIs)

  • Using digital audience segmentation such as affinity, behavioural and in-market to enhance KPIs

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Define and calculate performance metrics

  •  Researching digital channel counts, performance and cost to set the scope for further market research

  • Ensuring digital marketing data integrity

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  • Using data marketing data analysis to anticipate and answer business questions

  • Preparing digital marketing data for reporting

Prepare performance reports for analytics

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Compute marketing ROI

  • Methods for measuring and calculating ROI such as customer lifetime value, reallocations, time-series analysis, for different audiences that includes   

           - C-Level

           - Marketing managers

           - Personal / Executives

  • Checking ROI measurements and calculations are correctly attributed to marketing

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Analyse marketing ROI reports

  • Techniques for presenting marketing ROI and recommendations, using key reporting metrics, charting techniques, and highlighting differences to stakeholders

  • Presenting digital marketing data using tables and charts

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Put up marketing ROI case

  • Integrating ROI data collection and calculations into a coherent report which can then be used to make decisions about marketing business as usual (BAU).

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Optimise marketing effectiveness to achieve better result

Methods for optimising marketing effectiveness using ROI calculations

  • Profitable customer           targeting

  • Incremental ROI

  • Maximum marketing allowable

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Course Fee

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S$995 per participant (excl. GST)

Self-Sponsored

*Singapore Citizens aged 25 and above can offset the course fee using their SkillsFuture Credit

*Eligible Singapore Citizens can offset the course fee using their SkillsFuture Transition Credit 

*NTUC members can also submit UTAP claim after completion to offset the course fee

Company-Sponsored

**SME Eligibility Criteria
-Registered or incorporate in singapore
-At least 30% local shareholding by singapore citizens or PRs
-Employment size of not more than 200 (at group level) or with annual sales
turnover (at group level) of not more than $100 million

Eligible companies can also claim 90% out-of-pocket expense with SkillsFuture Enterprise Credit (SFEC)

Additional Notes:

  • Lessons will be conducted in English. Participants are expected to be able to read and write in basic English.

  • Participants are required to bring their own laptop that can connect to the internet for access to the online class and course materials.

  • In line with our environmentally friendly practices, we will not be providing printed course materials to reduce paper waste.

  • Upon successful completion of the course, the participant will receive a certificate issued by ClickAcademy Asia Pte Ltd.

Click here to read our Withdrawal & Refund Policy.

Disclaimer: ClickAcademy Asia reserves the right to change the course instructor without prior notice. The course instructor will be finalised and informed to the registered participants at least 1 working day before the course commencement date.

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About The Instructor

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Jeff Rajeck is an experienced marketing researcher, trainer and consultant based in Singapore whose recent clients include Amazon, Adidas, Cathay Pacific, Singapore Ministry of Home Affairs and Singtel.

His approach is to encourage marketers to choose business goals, marketing objectives and a strategy before developing their marketing tactics and channels. Additionally, he believes that marketers should agree on measurement points and targets in advance so that they can conduct meaningful analytics on their marketing performance.

Jeff has been conducting marketing training with ClickAcademy since 2015 and has written hundreds of blog posts, delivered dozens of webinars and produced several research papers on various marketing topics.

Before ClickAcademy, Jeff served as the marketing director for a Singapore agency which provided social media analytics consulting for clients such as Standard Chartered, Deutsche Bank, BASF and KPMG.

Jeff holds a bachelor’s degree in English from the University of Illinois (US) and a Master's of Science in Marketing with a specialization in Marketing Analytics from the University of Alabama (US).

Jeff also holds the Singapore Workforce Skills Qualification (WSQ) Advanced Certificate in Learning and Performance (ACLP) .

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Jeff Rajeck

Senior Trainer

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ABOUT CLICKACADEMY ASIA

ClickAcademy Asia is a premier training academy focusing on executive education for professionals in the fields of digital marketing, sales & marketing, and communications.

ClickAcademy Asia training covers Singapore, Malaysia, Indonesia, Vietnam, India, Thailand, Australia and Hong Kong. The academy has conducted digital marketing workshops for participants from over 30 countries worldwide. To date, ClickAcademy Asia has trained over 13,000 PMEBs (professional, managers, executives and businessmen) and 6,000+ local and global companies (including NGOs and Government agencies).

ClickAcademy Asia was established in the year 2011. The academy is the leading practitioners’ digital marketing academy and is also the official Google Partner Academy in Singapore and Malaysia.

The academy provides training and certification on Google Ads, Google Analytics, Mobile Advertising and YouTube Video Advertising. ClickAcademy Asia is also the training provider for the Go Global programme led by Google (2015-2018), 2017 Google Ignite (Malaysia) , Google Elevator (Singapore and Malaysia) program and 2019 Mahir Digital Bersama Google (Malaysia).