Description

The increasing digitalization of customer relations now makes effective management of measurement and data on the Internet essential. Collecting digital data, analyzing it correctly and activating it on different channels is today a daily concern for marketing, digital marketing, communication and IT departments. This seminar will give you a complete vision, from consolidated reporting to specific measures: fixed sites, mobile sites, applications, media investments, social media. An essential seminar in the era of data marketing.

Who is this training for ?

For whom ?

Marketing department, communications department, studies department and IT department.

Prerequisites

Training objectives

Master the concepts and terminologies linked to Web measurement Master the key Internet indicators Understand the different worlds of digital data (site-centric, e-reputation, campaign report, etc

) Acquire the keys to managing your investments and optimize the customer journey on your digital device Know the different types of data that you can use (first party data, second party data, etc

) Know the new opportunities for using data (A/B test, personalization, relationship customer

)

Training program

• The challenges of data in digital strategies
  • Digital management: carefully evaluate the customer journey, have a synthetic and transversal vision of your strategy.
  • Performance indicator, optimization indicator: prioritize your indicators to make the right decisions.
  • Internet dashboards: have an integrated and interactive vision, zoom on the new BI tools in the Web era.
  • DMP, the new databases in cookie mode, understand the building blocks of a "Data Management Platform".
  • DMP, the entry point for new media strategies: for what uses and for what advantages?.
  • A different site for each visitor, data to personalize the experience of Internet users on your site.
  • Data to optimize customer relations in real time, new customer relations tools.
  • Manage your site optimization projects in "test and learn" mode: A/B or multi-variable testing tools to know.
  • Point on cookie legislation, how to be in compliance phase with the regulations imposed on the use of cookies?
• Management and exploitation of data from its website
  • The fundamentals of "site-centric" measurement.
  • Tags and cookies, understanding how data is collected and the limits of "site-centric" measurement.
  • Which "site-centric" solutions to choose?.
  • Panorama of market solutions: Adobe Analytics, AT internet, Universal Analytics, Comscore...
  • Properly configure your objectives and conversion funnels, to give meaning to your "site-centric" measurement.
  • Campaign coding and URL Tracking: a prerequisite for analyzing the performance of your investments .
  • TMS, Tag Management System tool, the new essential component in Internet data collection.
  • Container, tag, trigger: understanding the components of a "Tag Management System" to centralize all your tags.
  • Define your Datalayer, how TMS facilitate data collection on your site.
  • ? Choose a "Tag Management System" solution.
  • Panorama of market solutions (Tag Comander, Adobe Tag Manager, Google Tag Manager...).
• Data for the optimization of your advertising investments
  • Indicators to monitor your emailing campaigns: deliverability, opening rate, reactivity rate, hard bounce.
  • Natural referencing: manage your presence on the engines (visibility, number of impressions, click-through rate...).
  • Paid SEO, indicators to optimize your campaigns: click-through rate, quality score, lost impressions.
  • Display campaigns, performance indicators: adversing indicators, completion rate, visibility rate...
  • Campaign arbitration, the end of attribution to the last click?.
  • What indicators to better evaluate the role and contribution of each lever on the customer journey?.
  • Mediaplanning, the evolution of panels: how Médiametrie has adapted to uses (mobile panel, tablet panel, etc.)?.
  • Evolution of calculation methods.
  • Specific programmatic tools.
  • What new tools and indicators to evaluate banner campaigns?
• Social networks: management and social data
  • Measure your reputation on the Web: share of buzz, net sentiment...
  • What indicators to evaluate your reputation on the Internet?.
  • E-tools -reputation (listening consumer): operation.
  • What settings to implement? Focus on the different market players.
  • Facebook Insight: evaluate the performance of your community management (number fans, reach, virality of posts...).
  • Twitter Analytics, Youtube Analytics, Simply measured...; monitor your presence on social networks.
  • Advertising on social media: new targeting and management of advertising campaigns on social networks.
  • Social management platform (Bringr, Hootsuite, etc.): properly manage your speeches on social networks.
• IT security combined with digital
  • Reminder of the mandatory rules regarding the security of personal data.
  • Security documentation and its necessary evolution.
  • The necessary awareness of security issues.
  • Reflections on the case law defining security law.
  • Some practical advice in terms of organization, documentation and measures for risk departments.
  • Computer fraud, the Godfrain law in the digital age.
  • Notification of security breaches.
  • Security certifications.