Performance Marketing

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Since its birth, advertising has suffered from a major shortcoming concerning accountability. In these lessons, we’ll be taking a close look at a discipline that attempts to overcome this accountability problem, known as ‘performance marketing’. Put simply, performance marketing aims to ensure that channels are attributed with the effectiveness they deserve and that you invest in the best media mix possible to not only drive sales - or other conversions - but also overall business return. We’ll begin by exploring what performance marketing actually is, how it's commonly used, and also take a close look at how a performance marketing campaign should be approached properly.

By the end of these three lessons you will understand:

  • What performance marketing actually is, and how it can be used to benefit businesses
  • How performance channels work together to chaperone customers through the customer journey
  • About the importance of customer behaviour change, and attribution modelling’s inability to recognise it
  • How to use econometrics and other measurement techniques alongside attribution modelling to best understand media effectiveness.

Lesson Overview

Lesson 1

An exploration of what performance marketing is, and what it isn’t, debunking common misconceptions and recognising the positive impact it can have across the customer journey.

In this lesson you will learn:

  • How performance marketing differs from brand marketing
  • How to avoid your marketing tactics being considered as spam
  • How performance marketing can benefit businesses, and what channels are commonly used
  • How performance channels work together to chaperone the customer through the customer journey

Lesson 2

A close look at attribution models and their ability to measure media effectiveness accurately.

In this lesson you will learn:

  • About the commonly used metrics for quantifying media effectiveness
  • How attribution models work to track and credit sales to digital channels
  • The importance of customer behaviour change, and attribution modelling’s inability to recognise it
  • The other limitations that prevent attribution modelling from accurately reporting media effectiveness.

Lesson 3

An exploration of additional measurement solutions that can be used alongside attribution models to help provide a more holistic account of how media is performing.

In this lesson you will learn:

  • Learn about how econometrics work to provide insight
  • Compare the pros and cons of econometrics and digital attribution
  • Explore how to take an incremental approach to building a performance marketing strategy
  • Understand the roles that econometrics, digital attribution, automation, and human sense should play in your perspective of media effectiveness