IDM Academy at TFM&A
The IDM was pleased to support TFM&A 2011 by hosting the following IDM Academy sessions, which took place on Tuesday 1 March.
The IDM Academy programme - download presentations
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The IDM Academy Sessions
Tuesday 1 March, Guest Theatre
14.00-14.30
Attribution analysis? The answer is better data & analysis
In this session IDM faculty tutor Matthew Tod looked at the plethora of data produced that can assist with the effectiveness of digital marketing and social media campaigns. He illustrated the flaws with many of the current approaches to attribution and showed how poor data and analysis is leading digital marketers to make the wrong decisions. Matthew covered the following key learning outcomes in his session:
- Where the flaws are in many digital marketing reports
- How these flaws are distorting your campaign results
- How to put together a more reliable campaign results data set
Matthew Tod is CEO of Logan Tod & Co, Europe’s leading online business improvement and optimisation consultancy. Matthew’s clients include Argos, Carphone Warehouse, Debenhams, HMV, HSBC, Financial Times, Sky and Sony. Before launching Logan Tod & Co, Matthew was Chief Executive at full service marketing agency Publicis NetWorks, London, a subsidiary of Publicis. Matthew holds a B.Sc. (Hons) in Biotechnology from Kings College London University and an MBA from Warwick University.
Matthew is also a course speaker for the IDM Diploma in Digital Marketing qualification and the IDM training courses ‘Complete Digital Marketing’ and ‘Making Sense of Web Analytics’.
15.00-15.30
A brief history of viral marketing
IDM Fellow and lead faculty lecturer Mike Teasdale delivered an invaluable summary of where we started and where we are heading on the journey that is viral marketing: Key learning outcomes included:
- Where it all started – member get member
- The Hotmail story – how to build a brand through send to a friend
- The dynamite combination… personalisation and video
Mike Teasdale F IDM is Planning Director at Harvest Digital - a specialist online marketing agency helping clients to exploit online marketing opportunities including email, online advertising, search engine optimisation, microsites and tracking/reporting. Clients include Autotrader, Norwich Union and Tesco Personal Finance. Mike is responsible for all aspects of the creative product including copy, design and overall creative strategy. Before Harvest Digital, he worked as a consultant with Answerthink where he developed online marketing strategy for clients like IBM Global Services, Shell and Abbey National. He started his career as a copywriter in the direct marketing industry, winning numerous creative awards with WWAV Rapp Collins. In 1995 he co-founded one of the first new media agencies in London, Tequila Digital where he developed web projects for Motorola, Michelin, IBM, the BBC and many others.
Mike is also a course tutor for IDM training courses: Customer Acquisition: Planning and implementing effective programmes and one of the speakers for Email Marketing: Advanced Course and the IDM Diploma in Digital Marketing.
16.00-16.30
“Multichannel Campaigns” Normal People Just Call It Advertising!
Putting it all together: direct, digital and brand building: offline and online.
The web will soon be 20 years old. 'New media' are no longer new. Currently, and as so often in the past, there is much talk of integration. As digital channels mature and marketers learn how to use them, a common question from brand owners is: "How can I get my digital and mobile marketing working with everything else?"
In this challenging session, Mike Berry argued that in fact 'digital' no longer means very much. With billboards that respond to gestures, press ads carrying QR codes, TV ads whose call-to-action is to visit a Facebook page and ecommerce sites with 'call me' buttons and offering collection in-store, the world of marketing has never been so disrupted. Or so mixed up.
At the risk of resorting to cliché, Mike showed how the most successful campaigns are enabling brands to cut through the clutter and engage customers at every touchpoint for maximum ROI.
Mike Berry Dip DM, F IDM is an independent consultant and trainer, who draws on his extensive experience of online and offline marketing to work with a range of clients in B2B, B2C, Public and Charity sectors. He is also Partner at Aprais, a global agency/client relationship management consultancy.
Mike is the author of 'The New Integrated Direct Marketing’, published by Gower, and writes a regular blog on marketing and technology and has over 3,600 Twitter followers. He is both passionate and knowledgeable about digital marketing and his classical marketing training and integrated background makes him ideally qualified to train marketers in digital skills.
Mike is also a training course tutor for the IDM's Complete Digital Marketing training course.
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You can claim 0.5 hours for each session you attended at the IDM Academy.
