Mastering Analytics: Customize Your Communication Measurement Plan

7 modules


Dane Wiseman

31 Dec 2017

$0 - 349



Facilitated by Dane Wiseman

Analytics and measurement plans are not a one size fits all. This fully customizable program takes the analytics and measurement knowledge that you currently have and applies it to new measurement, attribution and modeling frameworks. In four sessions, this program will enable you to evaluate your current communications plan and advance your understanding and implementation of analytics solutions for the improvement of both online and offline channels.

This course provides an end-to-end approach to measurement and analytics methodologies that shape communications efforts. Participants will receive training in various on-site and offsite analytics tools and how to select a technology stack that fits their needs. Course participants will gain an understanding of how to establish reporting structures and how to set strategy and KPIs for future communications efforts. The course will explore the evolving features communications channels create and how brands should anticipate and build content targeting strategies based on actions and analytics. Participants will also learn how to incorporate the latest tools and visualization best practices for reporting to the C-Suite. 

Dane Wiseman, Director of Marketing for AirPR, focuses on customer acquisition and connecting communications professionals to industry-leading measurement and analytics solutions. With an interest in emerging best practices in analytics, Dane has managed advertising budgets and incorporated new advertising technologies for Fortune 500 companies through partnerships and certifications with Google and Microsoft. He has also been recognized for his innovative brand marketing strategies. Prior to joining the AirPR team, he led marketing efforts for media monitoring solution Critical Mention and evolved brand strategies at the integrated digital advertising agency ethology. Fun Fact: Dane teaches the next generation of marketing and analytics professionals in graduate and advanced diploma programs at New York University.


After this course, you will be able to:

  • Master analytics and measurement methodologies and how to best leverage them
  • Identify key business goals, and create the metrics and programs to optimize performance
  • Develop data-driven strategies and tactics to reach your target audience
  • Evaluate tags and technology to create a customized communications technology stack
  • Map the customer journey to key consumer touch points and maximize the effectiveness of an organization's communications footprint
  • Analyze and provide custom reporting insights to an organization's communications strategy
  • Implement testing models (A/B, multivariate, landing page) and attribution models to improve communications


By completing/passing this course, you will attain the certificate IABC Academy

Learning Credits

Completing this On-Demand Workshop
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Introduction to Analytics
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Measurement Plans
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Goal and Conversion Tracking
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Reports and Dashboards
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Course Resources
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Course Evaluation Survey
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This is a good course for communications professionals that want to build on their knowledge of measurement and reporting. This is more focused on web-based measurement, but it is quite in-depth with lots of good measurement concepts shared.

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The recordings and any materials are for the exclusive use of the purchaser.

All courses are available for 90 days from the purchase date.

Registration Fees:
Fees are shown in U.S. dollars. All credit card charges will be processed in U.S. dollars, and your financial institution will convert at the prevailing exchange rate. Checks will be accepted in U.S. and Canadian dollars at the published course rates; to inquire about paying by check, please email


A request for refund is available prior to the first session. An 80 percent refund of your paid registration is available before the first session event link is emailed.

Refunds will not be granted after the event link is sent. No exceptions will be made. All cancellations requests must be made in writing to IABC by email to

No refunds will be granted for cancellations received for no-shows.

Credit card payments must be refunded to the card originally used to pay the registration fee. All refunds will be made after the conclusion of the event.

Substitutions may be made at any time, with written confirmation from the person registered. Non-member substitutes must pay the balance of a non-member registration if replacing a member.

In the event that the conference is postponed due to natural disaster or other cause beyond IABC's control, we will make every effort to reschedule. Any registration payments made will automatically be applied to the rescheduled event. If you choose not to attend the rescheduled conference, IABC will provide a full refund upon written request from the registrant.

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