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Digital FastTrack on-demand internet media and marketing course

Digital FastTrack's Audience Measurement:
identifying ways to quantify online audiences

Learning Objectives for this on-demand digital media training module:

• To understand the different methodologies for measuring online audiences
• To be able to identify the vendors and metrics for the primary methodologies
• To explain the pros and cons of the primary methodologies

As accountable as the online medium is - there is currently no industry standard for measuring size of audience or "reach" or the online equivalent of a "TARP," "GRP," "circulation," etc. While most will agree that all media measurement systems are flawed in some way, the traditional media have at least agreed on what their mode of measurement is. While there are some who believe the online/digital medium shouldn't try to retrofit itself into a comparison with existing (flawed) offline metrics, others believe online/digital won't see its full potential as an advertising medium until advertisers can compare it alongside other channels they're familiar with.

As you'll see when we cover campaign measurement and adserving, there are increasingly sophisticated systems available to measure "back-end" campaign results - i.e. "did my campaign work?" We still need to answer the question, "how many people will my campaign reach?"

Because there is no standard metric for buying and selling online advertising that has been agreed to by the industry, each publisher or site selling ads decides on a metric to use. As you can imagine, this makes "apples to apples" comparisons difficult for buyers. But it's reality right now, and it means you need to understand the options for measuring audiences online if you're buying or selling online advertising.

You need to be able to identify the major types of measurement methodologies and understand the differences, advantages, and disadvantages of each in order to confidently trade online advertising.

• Accountability and measurement
• Key terms
• Evolution of media measurement
• Types of online audience measurement (site centric, panel based, survey, network, hybrid)
• Research vendors
• Advantages & disadvantages of methodologies
• Buyer and seller activities

Digital Chameleon's FastTrack series is made up of eight on-demand digital media and marketing training modules that help you transition your media and marketing skills to digital - taken online, at your own pace, at your own computer. 

Taken together, the eight modules are the equivalent our full day Introduction to Digital Media course - which you'll have access to for 90 days. Or, you can subscribe to individual modules, each with 30-day access.

Is Digital FastTrack right for you?

It's for marketers and agency staff who need to know how to develop, manage, and track the performance of internet marketing and online advertising campaigns. Advertising sales reps, sales management, publishers, marketing, and business development staff who sell or support online ad sales. Whether you're transitioning a current role, or looking to develop a career in the fast growing digital media and marketing sector, Digital FastTrack is your first step.

What will you gain?

With our digital media and marketing training courses, you'll gain confidence in discussing, preparing, and evaluating digital media options and recommendations.  You'll be better equipped to approach integrated programs. You'll be more confident discussing online options without having a "digital expert" in the room. You'll be skilled in the fastest growing media sector