Digital Marketing III: Allocating for the Business
Draft: Neither the schedule nor the content has been decided. The sessions may change.
Divide one business's annual marketing budget between ads that sell now and ads that build recognition, across channels and ways of measuring results, and consider the organization that runs it. You will work out how much can be spent from what customers pay over time, learn how several ways of measuring differ and where they fall short, and write rules for the organization on handling personal data and using generative AI. Finally, you will present an annual budget proposal and an organization plan to leadership. In training for working professionals, you can use your own company's business.
01Part 1: Allocating from the business's numbers
Session 1Working out the marketing budget from the business's goals
Session 2What one customer pays over time: customer lifetime value
Session 3Balancing ads that sell now and ads that build recognition
Session 4Choosing how to measure results: attribution, MMM and incrementality tests
Session 5Allocating a year's budget for one business
02Part 2: Rules for data and AI
Session 6Using the data you collect yourself: first-party data
Session 7Designing for personal data and consent
Session 8Building generative AI into the work: rules on labeling and rights
Session 9Midterm: reviewing the budget proposal
03Part 3: The organization and how it runs
Session 10Choosing media and agencies: protecting the brand
Session 11Drawing the line between in-house and outsourced work
Session 12The numbers leadership watches: a system of KPIs
Session 13Budgeting for the cost of following the rules
04Part 4: Proposing to leadership
Session 14Finishing the proposal: writing down the limits of the measurement
Session 15Presenting to leadership