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Description

Intermediate Digital Marketing: Tooling, Automation and Optimisation

Take existing online activity further through data and structured testing

  • 2 days — 14 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

Campaigns are running, the contact base keeps growing and the media budget is rising, yet performance has plateaued. Channels are managed in isolation, the tracking plan is incomplete, follow-up messages go out at the same pace for everyone and nobody can say which channel genuinely contributed to the sale. Budget decisions are then made on instinct.

These two days start from what is already in place. Participants audit current performance using the data available, structure their paid accounts and evergreen content, build behaviour-triggered email journeys, then learn how to run a test and read attribution in order to allocate budget with confidence.

Learning objectives

  • Audit channel performance using data already being collected
  • Check the quality of a tracking plan and of the conversions recorded
  • Structure an advertising account and its campaign segments
  • Design email journeys triggered by contact behaviour
  • Run a comparative test and interpret its results
  • Allocate budget across channels based on cost per conversion

What makes this programme different

The audit is carried out on participants' own live accounts and dashboards
An automated follow-up journey is written message by message with its trigger conditions
The session closes with the preparation of a budget reallocation case to present internally

Programme

1Auditing current performance

Starting from the data already available

  • Mapping channels and their apparent contribution
  • Quality of the tracking plan and reliability of recorded conversions
  • Reading customer journeys and identifying drop-off points
  • Acquisition cost by channel and by offer
  • Prioritising optimisation workstreams

2Paid acquisition and advanced search

Making the media budget work harder

  • Account structure and campaign segmentation
  • Bidding, targeting and custom audiences
  • Dedicated landing pages and message continuity
  • Evergreen content, internal linking and pages that gain ground
  • Position tracking and trade-offs between paid and organic traffic

3Automation and relationship management

Scaling up without losing relevance

  • Email journeys triggered by behaviour
  • Database segmentation and contact scoring
  • Connecting the campaign tool to the customer database
  • Cart recovery and reactivation of dormant contacts
  • Managing consent, preferences and contact pressure

4Testing, measurement and budget allocation

Deciding on evidence rather than impressions

  • Protocol for a comparative test and the volume needed to conclude
  • Attribution models and reading channel contribution
  • Weekly performance dashboard
  • Allocating budget across channels based on cost per conversion
  • Presenting results and budget requests to senior management

Who is it for

Digital marketing specialists, acquisition managers and community managers who already run campaigns and have access to measurement tools.

Prerequisites

Practise digital marketing on a daily basis and have access to your organisation's measurement and campaign tools.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.