Digital Research for non-researchers: A practical workshop for industry professionals

This event has already taken place
Wednesday, 20 November, 2013
9.30am - 1.30pm
The IAB Offices, 14 Macklin Street, London, WC2B 5NF
IAB Member: £99 +VAT
IAB Non-member: £150 +VAT
Advertiser: £99 +VAT

This half day workshop is ideal for sales professionals and other team members of media owners and agencies that need to understand and use research, but don’t work within the discipline. The session will help answer all those questions you’ve always wanted to ask the research team, but haven’t and will explore different research techniques and terms in everyday, understandable language.

The workshop will be run by the IAB research team and a range of industry guest speakers.

Content includes:

Understanding online measurement - a Jargon/Metrics buster – there are so many digital metrics around it can be difficult to identify which are most important. This refresher session will confirm the meanings of frequently used metrics and explores when they are best used, as well as a brief introduction to UKOM.

Understanding other currencies – most digital advertising campaigns work closely with other media so it’s important to understand how other media are assessed, for example in terms of reach and frequency. This session will cover research studies such as BARB, RAJAR, NRS and TGI.

How to brief research departments – getting the most out of research departments can depend on giving them the right brief. Hear directly from researchers working in a sales support role about briefs they like to receive and the things they don’t want to hear!

Beyond the click – online advertising isn’t just about the Click Through. With more and more advertisers using digital to achieve their brand objectives it’s key to understand the range of metrics available to demonstrate the effectiveness of advertising campaigns from pre and post activity surveys to control and exposed groups and engagement metrics.

Why different methodologies provide different results – different research studies can tell different stories about the same subjects. Differences are often down to different methodologies and understanding why different methodologies produce different results will go a long way to helping explain and sell insights to clients and advertisers. This session also looks at what makes good and bad research.