We all know “last click” is tired and doesn’t always “win”. But attribution modeling and engagement mapping can be long and tedious, plus there’s not always a clear answer at the end of the rainbow for where your media dollars should be invested. This class will cover the essentials you will need to better address the attribution controversy.

Key takeaways include:

• Handling media source attribution
• Effective engagement mapping
• Next steps for budget allocation
• Cross-referencing source analytics
• “Last-click” arguments and parodies

Speaker: Steve Latham

Targeting users based on behavior has changed dramatically. Users can not only be found based on content they consume on the Web, but through actual purchasing behavior as well as other interactive platforms. Behavioral targeting has expanded to include user cookie pool purchasing, DSPs and more.

Key takeaways include:

• Network advertising opportunities that exist today
• Evaluating behavioral targeting performance
• Expectations of ROI for campaign measurement
• “Look-alike” models and how they work
• Cookie pools and retargeting options
• Setting cookie durations and applicability of online conversions
• Optimizing behavioral targeting based on past sales
• Using network advertising for both brand and performance-based campaigns
• Cross-platform targeting for user behavior
• Layering geo- and demo- elements on behavioral targeting

Speaker: Eshwar Belani
Speaker: Jag Duggal

Video game consumers are on a massive incline with each quarterly report. Stereotypical teenage players are not the norm as the average gaming expense per user is $700 per year. Demographics aged 18-35 heavily play the space with an average HHI of $70k plus. In-game advertising offers the right demo and psycho for many companies and is sure to expand as this interactive media continues to evolve.

Key takeaways include:

• How in-game advertising is evolving toward interactivity
• How to incorporate in your overall branding strategy
• Measurement vehicles 800 numbers and call-to-text
• Impression measurement differences compared to online
• Formats to develop in-game ads
• Case studies and best-practices

Speaker: Rebecca Watson

This is an additional course for newcomers to online advertising planning. Further discussions go into placement and cost structures reaching into Brand vs. ROI objectives. This course will teach how to put an interactive advertising schedule and leave attendees prepared to start their 2012 planning with confidence.

Key takeaways include:

• Getting started with online advertising
• CPM, CPC and CPA cost structures
• Brand vs ROI objectives
• Targeting options – behavioral, geo, demo, etc
• Direct publisher vs ad networks
• Building an online media plan

Speaker 1 : Lauren Freiman
Speaker 2 : Erin Levzow

General internet advertising spending has blown up across many industries. This course of study will introduce offline media professionals to the online space and discuss various subjects across advertising campaigns. Display advertising is a staple and can be leveraged across ad networks, publishers and other promotional means. Attendees will learn about adserving, key metrics and the components required for display advertising online.

Key takeaways include:

• Introduction to internet “display” advertising
• The anatomy of an adserver
• Backend interface demonstration
• Analytics used for campaign measurement
• IAB standards and categories of ad units

Speaker: Taigh White
Speaker: Thomas Moyer

Advanced internet advertising professionals will dive into extensive topics including ROI building and report design. Advanced click-path and attribution metrics will enhance key understanding for planning and strategy with today’s emerging online channels.

Key takeaways include:

• View vs. Click revenue
• Balancing your media plan and ROI
• Internal reporting design
• Click-path analysis
• Landing page optimization – Multivariate Testing
• Custom user content

Speaker: Edward Montes

Being an advocate of digital media usage in your companies marketing mix can be an uphill battle. Executives and the “higher ups” need convincing to step foot on unknown territory. Speaking to an “older generation” audience can literally require special selling skills to bring your points to the table and gain the support you are looking for.

Key takeaways include:

• Arguments for digital with executives
• How to compel the “Baby Boomers”
• Referencing merging media formats for illustration
• Translating “digital language” to layman’s terms
• Yesterday’s audience, today’s users

Speaker: Lynn Ingham
Speaker: John Durham

With high-speed internet connections now the standard in connectivity, video advertising has reached new heights in placement and audience. New rules apply toward tracking impressions, users and ROI. Video is the most effective branding mechanism and quickly becoming the optimal interactive experience for marketers to take advantage of.

Key takeaways include:

• Today’s definition of “reach”
• Video networks and distribution
• Cost of advertising video
• Cost Analysis: Digital Media Video vs. TV

Speaker: Travis Hockersmith

A campaign can’t be considered “viral” until the result are in! How marketers create content that begs to be forwarded to a friend is essential in viral campaign success. Several elements for viral campaigns need to be put into action during the design and development. Attendees for this session will discover the key ingredients needed to create viral campaigns to effectively serve promotional objectives.

Key takeaways include:

• Elements for success
• Interactive methods today and possibilities
• Setting campaign objective criteria and application
• Case Studies

Speaker: Michael Terpin
Speaker: Shawn Rorick

Your program has launched and it has gone viral! So what’s next? With so much time and energy spent on creative elements, many forget to put actionable items in place to handle their own success. Learn the components to maximizing value out of your new found audience and excitement for your brand.

Key takeaways include:

• Organizing your viral tracking and reports
• Network channels for more distribution
• Project scope development for outsourcing
• Making the most of your “peak” awareness

Speaker: Mark A. Cenicola

For smaller, startup companies, generating effective traffic to your site is not an easy gig. Today’s advertising and marketing strategies can get expensive, especially if they are undefined. This session will teach attendees how the online traffic market really works “behind the scenes”. Discover the secret methods used to create heavy-user sites literally “overnight”. This course will put you on the fast track to understanding the steps it takes to drive the volume of targeted users needed to hit your revenue goals.
Key takeaways include:

• The sunk-cost game
• Ad network, affiliate and other high-traffic resources
• How to keep a sponsored presence in Google without advertising
• Behind the scenes of trading online traffic
• How to buy low-cost traffic from IRC to web forums
• Kickstart steps for new site launches

Speaker: Gary-adam Shannon

Take your understanding of Rich Media to a whole new level with this course. Learn more about the advance opportunities that Rich Media can provide. Learn about the different providers, the new ad units and their unique capabilities. Learn how to utilize each provider’s strengths so you can provide more utility for your current campaigns. This class has been designed for those using rich media in their current advertising efforts looking for new opportunities to engage consumers with their brand, services and products as well as a better understanding of the metrics that go beyond the CTR and conversion numbers. Key takeaways include:

Key takeaways include:

• Defining rich media- Rich Media functionalities (applications) in advertising
• Analytics of interactivity
• Integrating Rich Media into your media plan
• Development costs and expectations of Rich Media
• Advanced Ad serving for Rich Media
• Rich Media vs. static advertising
• Providing utility to your audience (new engaging ad units)
• Development constraints and Development opportunities

Speaker: AJ Vernet

Humor, humanity, action, drama and other components are used in video for company brand and sales messaging. Creating the perfect video for digital distribution involves specific development practices and formatting to ensure success. Learn all things to be taken into consideration when apply video strategy to your media plans for both Branding and Sales initiatives.

Key takeaways include:

• Interactive Video Development
• Successful Video Formats
• Defining objectives: Branding vs. Selling

Speaker: Shahab Zargari
Speaker: Bill Common

APP development has exploded over the last year with new technology in PDAs and tablet PCs. Learn what goes into APP building and cost expectations for your company to effectively use this growing channel. In addition, you will discover the essentials in WAP sites and how to leverage content feeds into your APP. It’s an all-inclusive lesson that encompasses two important elements in mobile media.

Key takeaways include:

• The anatomy of an APP
• APP design and development process
• Building an APP, required toolsets
• Utility assurance for maximum success
• Cost of entry – setting appropriate expectations
• APP platform portability
• The mobile audience and APP usage
• What is XHTML?
• Differences between XHTML and HTML
• WAP Site development
• Tricks of the trade for content updates

Speaker: Tony Caporicci
Speaker: Chris Roe

Google+ is out and making waves across the social media space! New channels bring new opportunities. Learn the characteristics of this emerging tool and the unique aspects impacting your digital presence and social media modeling for your business. Does Google+ represent a viable component to your marketing mix? Or is it just “noise” for the early adopters to play with? Attendees will discover the components that make Google+ tick as well as unique amongst a sea of social applications. Class instructors have been with Google+ since the beginning and bring their knowledge to the table!

Key takeaways include:

• An overview of inherent tools for grouping and socializing
• attributes important for your business model and objectives
• SEO implications for ranking
• “Grouping” your contacts and ensuring relevancy
• Strategic applications for business promotion and marketing
• Expectations for the future and Android integration

Speaker: Brandie Feuer
Speaker: Robyn Phelan

You’ve got YouTube, Facebook, Twitter and other social accounts setup and managed. So now what? Learn how to grow your audience into an impactful audience for your company’s communication needs and bottom line efforts. There are many tools and strategies to use that will enhance your understanding and put best practices to use in order to ensure a growing fans, friends, followers and “likers”.

Key takeaways include:

• Starting a blog to enhance content and channel distribution
• Attaining a large network and audience
• Friends, Fans and Followers – strategies and tactics
• Key analytics and performance metrics

Speaker: Victoria Soares
Speaker: Laura Coronado

Location Based Marketing (LBS) can be confusing in terms of device, technology and privacy implications. Learn the right channels and how to apply these initiatives to your business. Find out where LBS is heading as it continues to find a growing role within company digital media plans today.

Key takeaways include:

• Tangible location-based strategy
• Location-based targeting overview
• How GPS tracking works
• SMS, APP and Bluetooth channel characteristics
• LBS services and cost of entry
• The future of LBS
• Case studies

Speaker: John “Mischief” Heaukulani

While mobile media has accelerated in other countries, US marketers are just now taking advantage of its capability. Mobile web access has increased over 1000% in the last 8 years. Mobile users are shaping the way we design and develop our interactive marketing strategies. This class will define mobile marketing and its various forms while leaving users with a strong understanding of how each component can fit their objectives.

Key takeaways include:

• Four areas of Mobile defined (APP, WAP, SMS, LBS)
• Starting a mobile strategy
• Prioritizing your initiatives
• Mobile media growth and future expectations

Speaker: Alison Gensheimer

Advanced SEM brings more channels and treatments required to optimize your presence and take advantage of emerging technology. Attend this course to get a key understanding of where search marketing is headed in the future, while focusing on rising methods today.

Key takeaways include:

• Search engine optimization for mobile (WAP) sites
• Your Friend in Facebook
• Maximizing your social media placements for indexing
• Paid-search opportunities on mobile platforms
• Video Search Marketing (VSEO), YouTube and More
• Advancements in search engine technology and indexing (video/images)
• The future of search – “recommendations vs results”
• Social Search – Google Plus + Facebook
• Real Time Search – Twitter
• Universal Search – What next?
• Local Search taking the lead in Search

Speaker: Andrew Beckman
Speaker: Darin Babin

By the end of 2008, text messages officially outnumbered cellular calls. SMS Marketing can be a considerable expense, but well-worth the benefit if it matches demographics and product/service offerings. Discover the best way to implement and strategize your SMS campaigns with maximum potential.

Key takeaways include:

• SMS uses for marketing and operations
• Building your database
• How to select and obtain a shortcode
• Cost of entry
• SMS campaigns
• SMS services and sample backend interface demos

Speaker: Ric Hattabaugh

While social media has had the spotlight over the past few years offering a substantial audience size, marketers still struggle with how to leverage this space for direct revenue. Standard tracking executions don’t always apply and once a company enters this playground, it must become a regular part of day-to-day operations. Social media offers companies the opportunity to get close to their consumers on a large scale, but how does this relate to the bottom-line initiatives?

Key takeaways include:

• Social Media overview
• Today’s user and social media
• Things “every” business should know
• Brand management and “controlled transparency”
• Finding “truth” in your friends, fans and followers

Speaker: Warren Whitlock
Speaker: Kate Buck Jr.

With your social media operations in play it’s time to create a campaign that makes sense for your company’s communication objectives. This course will teach next steps for those who have an advanced understanding of social media, seeking insights and practices to make it even better with PR integration points and more.

Key takeaways include:

• Social Media campaign building
• Integration into daily operations
• Selecting appropriate outlets
• PR Integration points for Social Media
• Monitoring and reporting your social media presence

Speaker: Michael Terpin

Once your company initiatives involve Virtual Worlds, there’s a whole new additional world of branding, social integration and presence building best practices to follow. Learn the ins and outs of marketing your Virtual World territory and best ways to get along with the “inhabitants”.

Key takeaways include:

• Branding and Marketing step-by-step
• Building your presence
• Social Media integration
• Company interactive strategy integration
• Setting objectives – Are Virtual Worlds right for you?
• The Virtual World Audience (characteristics and demographics)
• Choosing a World to live in
• Cost of entry
• Securing your real estate (domain ownership)
• Resources required for success

Speaker: Brock Pierce

Join this session for a first-hand look at the open-source backend which has become the most popular tool for building blogs and fully-functional websites. WordPress is used for over 50 million personal and company pages and continues to experience exponential growth. But what makes it so versatile? Why have so many companies chosen to employ this tool for their day-to-day web operations? Find out at this explosive session that will put you on the fast track to using WordPress for your own endeavors! Key takeaways include:

Key takeaways include:

• Defining objectives for WordPress application
• Step-by-step setup summary to get started right away
• Popular tools, widgets and functionality found in WordPress
• Familiarized overview of key components, pages, and analytics
• Selecting templates and steps for customizing PHP
• Organizing your pages and media content for easy assembly

Speaker: John Hawkins

Existing email marketing operations can be augmented for maximum performance with minor treatments and interactive content. With the need for new recipients, 3rd party list usage is on the rise increasing the need for next-gen email rules of thumb and best practices.

Key takeaways include:

• Email marketing analytics
• Subject line success: Do’s and Don’ts
• Copy & landing pages: The trade-off
• Advanced lifecycle and trigger campaigns
• 3rd Party List usage – do’s, don’ts and valuable resources
• Rules of thumb and best practices
• Advanced email marketing services and cost of entry

Speaker: Brian Smith
Speaker: Stephen Guerra

Search marketing has grown and evolved over the past 15+ years to reach entirely new levels of distribution, algorithms and indexing. This course focuses on the advanced properties of SEO (Search Engine Optimization) including inbound link structuring and other strategies.

Key takeaways include:

• Search friendly design and page development
• Social Media implications on SEO
• Link Building Tactics
• Keyword copywriting for SEO success
• Black Hat vs White Hat (do’s and don’ts)
• Paid Link strategies
• Feeds for SEO tactics

Speaker: Mike Roberts
Speaker: Dave Davies

Advanced performance marketing can involve many components to finely tune so they fit into your overall marketing strategy. Learn how to customize your channels to hit objectives, how to increase your buying effectiveness to generate revenue and expectations from service providers across performance-based channels.

Key takeaways include:

• Customizing your distribution channel(s)
• Awarding (crediting) attribution models
• Increase effectiveness in planning and buying media
• Team structures for success
• Direct response agency RFPs
• Technology provider RFPs

Speaker 1: Karen White
Speaker 2: Lisa Riolo

For everyone who feels comfortable in the basic elements of search marketing, this will expand your understanding of paid placements in search. Explore methods to discover “money words” and enhance your understanding of paid search campaigns.

Key takeaways include:

• Paid Search Marketing
• Paid Search Analytics
• How to create a paid-search campaign
• Paid Search opportunities today
• Best practices for paid search advertising
• Writing search ad copy that sells

Speaker: Frederick Vallaeys

Traffic and revenue reporting go hand-in-hand with digital media exercises. Learn the components to measuring revenue returns on the web as well as other new media channels. Discover ways to optimize your sales through existing audiences and designing prediction models for your media placements.

Key takeaways include:

• Discovering your conversion rate
• Conversion Funnels and reporting
• Creating website usage reports
• ROI prediction models

Speaker: Justin Kistner

Dive into the world of performance, high-end revenue interactive marketing with this key fundamental course designed to demonstrate the multiple channels available for your efforts. Attendees will understand arguments of Brand vs. DR-focused advertising as well as other foundational toolsets.

Key takeaways include:

• Interactive Branding vs. Direct Response
• Misconceptions about performance marketing
• Application of metrics
• CPA, Affiliate and other performance channels
• Marketing partners that make sense
• 10 Steps to securing your performance strategy

Speaker: Randy Wootton

If you’ve been “lost” in the essential understanding of search marketing and where it’s headed, you’re in luck! This class was built just for beginners.

Key takeaways include:

• How search engines work today and tomorrow
• Introduction to SEO and SEM (organic vs. paid)
• Identifying “money words” that sell
• Paid Search and SEO working hand-in-hand
• All-important Analytics
• Search performance reporting and portfolio management

Speaker: Dave Davies
Speaker: Aaron Aders

The Web offers various measurement aspects using a multitude of acronyms for definitions. This course will introduce the key elements of measuring everything from user behavior to conversions and online sales. Web analytics have been in use for over a decade with more and more insights available every day. They are an essential part of interactive marketing and will be required to analyze successes and next steps in optimization.

Key takeaways include:

• Analytics and user acronyms
• Ad campaign analytics vs user analytics
• Analytics resources today (paid vs free)
• Key analytics for success measurement

Speaker: Steve Earl
Speaker: Christina Kim

Learn the methods used to implement QR Codes and catch the viral wave for SMS! QR Codes are easier than you think to put together, and the metrics behind them provide insights into more user behavior than you can imagine. Join this evening session to make your SMS campaigns more effective, how to QRCodify your messaging and drive the metrics you are looking for to attain bottom-line performance!

Key takeaways include:

• QRCode campaign setup and strategic methodology
• Primary QRCode analytics that mirror effectiveness
• How to perpetuate SMS initiatives for more penetration
• Creative techniques to evoke campaign success
• Cost of entry and mobile audience expectations

Speaker: Nicole Hurley
Speaker: Chris Roe

Advanced SEM brings more channels and treatments required to optimize your presence and take advantage of emerging technology. Attend this course to get a key understanding of where search marketing is headed in the future, while focusing on rising methods today.

Key takeaways include:

• Search engine optimization for mobile (WAP) sites
• Your Friend in Facebook
• Maximizing your social media placements for indexing
• Paid-search opportunities on mobile platforms
• Video Search Marketing (VSEO), YouTube and More
• Advancements in search engine technology and indexing (video/images)
• The future of search – “recommendations vs results”
• Social Search – Google Plus + Facebook
• Real Time Search – Twitter
• Universal Search – What next?
• Local Search taking the lead in Search

Speaker: Andrew Beckman
Speaker: Darin Babin

Join this session and discover the tools needed for high-performance online advertising. Learn best practices and tips to ensure your audience endeavors are fulfilled. With technology and analytics combined to monitor and adjust your placements, there are a “slew” of actions available to increase clicks, traffic and revenue. Mediaplex will present this one-time class giving you specific insights to take advantage of!

Key takeaways include:

• Creative optimization
• Steps for higher click-through
• Critical metrics for evaluation and adjustment
• Intervals for updating your creative assets
• Top performing ad unit specs

Speaker: Thomas Moyer

Today it is critical to look beyond the last click to find unexplored areas of opportunity. In fact, data from the various touch points in a sales cycle can be a veritable goldmine. Without tracking and analyzing multiple touch points, marketers can’t get a true ROI of their marketing dollars. As a result, they might not be fully optimizing their marketing initiatives. This class will cover the essentials you will need to better address the attribution controversy.

Key takeaways include:

• What is attribution modeling
• Factors driving effective media measurement
• The challenges of abandoning the last ad model

Speaker: Sanjay Vasdev