Performance Marketing Foundations (Full Day)

How to Plan, Optimize, and Measure Performance Campaigns that Drive Business Results
(Full-Day Workshop)

Workshop Description
Today's digital marketers are under immense pressure to produce measurable, profitable outcomes in increasingly complex environments. While brand awareness and engagement matter, most organizations are demanding performance—campaigns that convert, acquire, and retain customers across multiple channels.

Performance marketing can be misunderstood, however, as just a measurable tactic or a paid media channel. In truth, it's a disciplined ROI-centric approach that combines customer insight, campaign design, execution, and data-driven optimization across search, social, email, influencer, retail media, and more with sophisticated measurement tools to track, evaluate, and optimize results.

This full-day workshop equips entry-level marketers with a comprehensive understanding of what performance marketing is and how it functions as a cross-channel optimization discipline. Participants will learn to develop S.M.A.R.T. goals, map the customer journey or touchpoints along the path to making a purchase (the marketing funnel), select the right tactics for each funnel stage, and apply measurement strategies that go beyond attribution to assess true impact. Through case studies and exercises, attendees will leave with tools they can immediately use to build more accountable and effective campaigns and have an eye to the future of Performance Marketing as new tools like AI become more applicable.

Who is This Workshop For?
This workshop is ideal for entry-level digital marketers, marketing associates, early-career professionals, or interns who are involved in campaign execution, media planning, or digital strategy. It also serves as a strong foundation for those shifting into performance-focused roles within larger marketing teams.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of marketing impact: improving marketing strategy, increasing marketing efficiency, and maximizing marketing effectiveness.

This workshop helps attendees improve marketing strategy by teaching them:

• What performance marketing is and how it integrates with both brand and direct marketing
• Introduction to the marketing funnel: Awareness, Consideration, Conversion, Loyalty/Advocacy
• How to set S.M.A.R.T. (Specific, Measurable, Attainable, Relevant, and Time-bound) performance goals tied to overall business objectives and priorities – and why this matters
• Understanding alignment between a customer journey map and the marketing funnel to ensure proper marketing activity at each touchpoint to drive a specific outcome

This workshop helps attendees increase marketing efficiency by teaching them:

• How to identify audience segments and design audience personas for better targeting
• How to apply A/B testing and creative iteration techniques to help optimize creative that drives a specific outcome
• How to budget and pace campaigns effectively

This workshop helps attendees maximize marketing effectiveness by teaching them:

• How to measure conversions, optimize KPIs, and assess incremental lift
• How to choose the right attribution model-based campaign objectives
• How to evaluate performance data and recommend campaign improvements

Download Full Agenda Here