Below are the slides on tracking and analytics from our guest lecture at the ADMA Digital Certificate last night including links to useful tools online. Thanks again for listening to all who attended, here are again the key points.

• Standardise metrics to enable benchmarking and performance comparison over time.
• Think laterally, free online data from Google and Facebook can be used in many ways.
• Media cannot be judged based on final conversions alone (i.e. statistical significance).
• Data and insights have to come from one central analytics platform to avoid duplication.
• Last click media attribution is inaccurate and can lead to misallocation of media budgets.
• Maintain a simple calendar of events to help provide context around data trends.

If you would like to know more about some of the topics covered last night you should also check out our ADMA short course Analyse to Optimise. The Sydney session has already happened but the Melbourne course still has some spots available.