Performance Marketing Foundations (201) (Virtual)

How to Measure and Optimize Performance Campaigns that Drive Business Results
(Half-Day Virtual Workshop)

Virtual 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 acquire, engage, and retain customers across multiple channels.

Performance marketing is a disciplined ROI-centric approach that builds on strategic goal-setting, audience insight, funnel strategy, channel alignment, and data-driven optimization across search, social, email, influencer, and retail media; and sophisticated measurement tools to track, evaluate, and optimize results.

As a continuation of ANA's Performance Marketing Foundations 101, this half-day virtual workshop equips entry-level marketers with a comprehensive understanding of how performance marketing functions as a cross-channel optimization discipline. Participants will learn to 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.

This workshop is excerpted from the full-day ANA workshop "Performance Marketing Foundations," which overviews campaign planning, budgeting, and funnel-aligned execution in addition to campaign measurement and optimization.

Prerequisite: Participants need to have completed Performance Marketing Foundations 101 prior to taking this workshop. For companies whose teams have substantial Performance Marketing campaign experience, this prerequisite may be waived. For details, please speak with your ANA Training Representative.

Target Audience
This workshop is ideal for entry-level to mid-level digital marketers, marketing associates, and other professionals 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.

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

This workshop helps attendees improve marketing strategy by teaching them:

• What to be aware of when it comes to future trends in Performance Marketing and how it might impact their business

This workshop helps attendees increase marketing efficiency by teaching them:

• How to optimize KPIs

Helps attendees maximize marketing effectiveness by teaching them:

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

Helps attendees maximize marketing ROI by teaching them:

• How to prove performance marketing business impact

Download Full Agenda Here