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Bonfire partners with Google for Digital Marketing Measurement Event

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9th April 2018 in

On March 21st, we had the pleasure and honour of partnering with Google to present an invitation-only Digital Marketing Measurement workshop. Held at the InterContinental Perth City Centre Hotel, over 60 of Perth’s top marketing professionals attended.

This “Rethink Measurement for Growth” workshop was the first in a series of educational events we will be running with Google in 2018. The theme for the morning was helping marketing managers and business owners better understand how to rethink marketing measurement to drive smarter business decisions.

First to present was Arshad Mirza from Google’s Sydney headquarters. Arshad has been with Google for over 10 years and has worked across the globe. During his tenure at Google, he has worked in both operational and marketing roles and works very closely with Google’s Agency partners.

Arshad introduced the attendees to the new era of marketing measurement. In a world of complex buying cycles, and omnichannel marketing strategies, he highlighted the importance of understanding “Attribution Modelling”. In particular across devices and channels. A better understanding of Attribution has helped businesses like Target and PhotoBox generate impressive revenue growth.

Lee Ginbey, our resident analytics expert and Digital Strategist was up next. Lee led the audience through demonstrations on how to set up Google Analytics, conversion tracking and audience segmentation.

Some of the key takeaways from his presentation included the value of using events, rather than goals, to accurately measure conversions. As well as how using audience segmentation provides better insights into website and campaign performance, the basis of improved decision making.

The last presenter for the morning was Gabe Mach. As our Digital Advertising Manager, Gabe works closely with a variety of Attribution Models for our clients. He helped the attendees understand which models would work best for their businesses and customer’s buying cycles. And most importantly how the information from the modelling would help them make smarter strategic and channel decisions.

It was an information-packed morning, which left attendees highly impressed with the quality and quantity of actionable content presented. Many notes were scribbled and plans to rethink measurement hatched.

Stay tuned as planning for the next workshop is already underway. What topics would you like us to explore?

 

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