Measure and optimize the effectiveness of your digital strategy


Training overview

A three-day training to understand the measurement of effectiveness on the web, mobile and social presences

Targeted skills

– Know the basics of web and mobile digital measurement
– Choose the KPIs adapted to your strategy
– Optimize your investments
– Create a monitoring dashboard

Public cible

Anyone required to measure and defend the performance of their digital communication choices

    JOUR 1

    1. Optimize your measures according to your digital marketing strategy
    – What is digital effectiveness?
    – Macro and micro lenses
    – Definition of the conversion tunnel
    Workshop: identification of KPIs

    2. The fundamentals of performance measurement
    – Principles of tracking
    – Key KPIs: construction and interpretation
    – Traffic source detection
    – Possible biases in the measurements
    – Segments to refine your analysis
    Workshop: attribution models, explicit naming rules

    JOUR 2

    3. Optimization of Paid Investments
    – Search and display
    – Programmatic
    – Social paid
    – Email and affiliation
    Workshop: paid ROI analysis
    – Raising awareness of GDPR issues and respect for consumers

    JOUR 3

    4. Earned: optimize your strategy on social networks and content marketing
    – Define your real social KPIs
    – E-reputation, propagation, influencers
    – How to assess the effectiveness of your investments in content marketing
    Workshop: Developing a social dashboard

    5. Owned: site-centric tools
    – GDPR issues on the website
    – Follow-up of visitors’ journeys and dropouts on an e-commerce site
    – Iterative approach: AB testing
    – Customization of measures
    – Details on SEO
    Workshop: development of a dashboard and detection of barriers to conversion

    6. Data visualization workshop
    Construction of a global dashboard using dataviz tools

    Conclusion and individual assessment

De Plus

Digital Finance

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Means of contact

  1. Téléphone

    +216 96 803 221

  2. Email

  3. Whatsapp


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    Upgradetek Engineering is a strategy and management consulting firm, specialized in the transformation of financial institutions. As one of the leaders of this sector in Tunisia, we have been supporting our banking and financial clients for more than 14 years in the evolution of their business model, in defining and implementing new target business models and improving their performance.

    23, Avenue of Naplouse 1001 Tunis, Tunisia
    +216 71 33 93 95