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INCUBETA IGNITEVirtual Learning Series
2020 INCUBETA IGNITE
ACTIVE APPLIED LEARNING
THE VIRTUAL LEARNING SERIES
©2020 Incubeta. ALL RIGHTS RESERVED.
Incubeta is the union of three market-leading specialists across Media, Technology and Creative. We teach what we know best. This series has been designed by our learning specialists and built by our digital experts. We take our award-winning know-how and make it relevant using our day-to-day experience.
These 30 minute sessions, hosted by industry experts from Incubeta and our partners, tackle key industry
topics in an insightful and thought provoking manner. There will be a 20 minute presentation from the
expert followed by 10 minutes of questions to pick their brains even further. The webinars will be recorded
and reposted for you to refer back to.
WEBINARS
As the majority of us have moved to working from home, we thought it even more important to design a
set of courses with interaction and group engagement at their core. These courses are not designed for
background noise; we expect you to be involved and participating every step of the way. Each session
comes with a workbook, you will leave with a robust strategy and will know how to begin implementing
your new-found knowledge.
VIRTUAL CLASSROOM COURSES
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Our teaching philosophy focuses on active learning with a problem-based approach. This will be no different in our virtual learning series. Courses are learner-centred and highly interactive, filled with individual and group tasks. You will have the opportunity to apply learning throughout the session.
INCUBETA IGNITE
The Customer Loop 31.03.20 30 minutes
Feed Management Maturity Framework 08.04.20 30 minutes
The Future of E-Commerce with Facebook 14.04.20 30 minutes
SEO to the Rescue 21.04.20 30 minutes
The Importance of Lifetime Value Coming Soon...
Creative Coming Soon...
Webinars
Virtual Classroom Courses
All courses will be personalised to your team but if you would like to customise courses further or would like us to build something completely bespoke then we can have a discovery meeting.
The Fundamentals of Digital Marketing 06.04.20 - 09.04.20 9 hours
The Who, What and Why of Feed Management 14.04.20 - 16.04.20 6 hours
Raise Your Social Strategy 20.04.20 - 24.04.20 10 hours
Fundamentals of SEO 28.04.20 - 29.04.20 4 hours
Getting to Grips with Google Analytics Coming Soon...
Creative Coming Soon...
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VIRTUAL LEARNING SERIES
©2020 Incubeta. ALL RIGHTS RESERVED.
Please note classroom courses are restricted to 8 learners. Based on demand, we will be running future sessions. If a course you want to book onto is full there will be an option to add yourself onto a waiting list.
“Incubeta hosted both an engaging and insightful workshop for Awin this month, to enhance not just our knowledge, but our partnership as a network and agency. The presentations were extremely valuable for our Client Services team, and to
finish off the day playing the role as a Digital Marketing Manager was very exciting!”
Sapna Basi, Global Account Consultant at Awin
What AWIN said
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IGNITE YOUR TEAMS DEVELOPMENT
©2020 Incubeta. ALL RIGHTS RESERVED.
“The feed management course was very insightful and helpful for us at AS Watson. It enabled us to better understand the full functionality of feeds and how each
team in our business plays their part in ensuring the feed is operating effectively – something that we were definitely lacking beforehand. The course has the right balance of teaching and interactive sessions to keep us engaged whilst taking
away the key learnings and fundamentals of feed management. Massive thanks to Fred and the team for putting this together.”
Ross Mathieu eLab Digital Marketing Specialist
What A.S. WATSON GROUP said
Webinars
©2019 Incubeta. ALL RIGHTS RESERVED.
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THE CUSTOMER LOOP31.03.20 | 12 - 12:30pm | Damien Bennett
SYNOPSIS
Since the inception of marketing, marketers have visualised the customer journey as a funnel, one where the consumer stepped from awareness, to consideration to purchase. But is this the reality? As consumer behaviour becomes more sophisticated does a funnel accurately represent customer journeys?
In this webinar we introduce a new way of thinking about the customer journey. One that better represents how consumers shop in a world where customers are increasingly demanding a less loyal.
ABOUT THE PRESENTER
Damien started his career in digital in 2008. Since then he has worked in a wide range of areas including, analytics, SEO, paid search, display and social.
He has helped to deliver work for some of the world’s largest brands including Vodafone, Asda and Marks & Spencer.
©2020 Incubeta. ALL RIGHTS RESERVED.
REGISTER NOW
Damien currently leads on Incubeta’s business strategy, and continues to support our teams on strategic client work.
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Feed Management Maturity Framework08.04.20 | 12 - 12:30pm | Fred Maude
SYNOPSIS
A good data feed is central to all leading marketing campaigns. With the power to automate and centralise your decision making across multiple touch points, feeds give you the ability to improve your efficiency and performance like nothing else.
In this session we will look at the best practises behind feed management, allowing you to lay the foundations to strong marketing campaigns. Before we talk about, the first party data you should be overlaying in order to make your feeds work for all your channels. Finally, we explore third party data and how it can be harnessed to supercharge your campaigns and make you stand out in a crowded market.
Once the session is finished you should have a clear idea of what steps need to be taken to move yourself forward along the data feed maturity framework.
ABOUT THE PRESENTER
Fred has changed the face of performance marketing for Google Shopping. His work has won us numerous awards and helped land NMPi as one of the first Google premium CSS partners with our proprietary CSS By Buy Bye. Our CSS has become so successful that Fred now leads a team of 4 who
purely run CSS campaigns, and continue to develop the
product.
©2020 Incubeta. ALL RIGHTS RESERVED.
Fred is also a massive advocate for sharing his knowledge. He was a Performance In Top 50 Influencer and a Performance “Insider”, and often speaks and writes articles for the industry.
REGISTER NOW
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THE FUTURE OF E-COMMERCE14.04.20 | 12 - 12:30pm | Sophie Ellis, Partner Manager at Facebook
©2020 Incubeta. ALL RIGHTS RESERVED.
SYNOPSIS
The narrative brings to life the 3 themes that are driving Facebook's investment in commerce:
1. Enabling relevant commerce, anytime, anywhere2. Building solutions and tools to enable more trusted shopping experiences for
people and businesses3. Building a unified commerce stack that makes facilitating commerce across
our platforms seamless
ABOUT THE PRESENTER
Sophie Ellis is a Partner Manager at Facebook for UK & Ireland, with 8 years’ agency-side experience at agencies including Mediacom and PHD. She has worked on award-winning campaigns such as ‘Red Rock Deli – Sync to Sales’ (Silver Spike APAC 2018, APAC Light Award 2018) and the Pepsi ‘Max Your Summer” Campaign (Silver Festival of Media APAC Award 2019).
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SEO to the Rescue21.04.2020 | 12 - 12:30pm | Joe Comotto
©2020 Incubeta. ALL RIGHTS RESERVED.
SYNOPSIS
SEO is often an afterthought for a lot of businesses, with the focus and dependency for a lot of marketing strategies being based on paid media.
With the current situation surrounding Covid-19, marketers are cutting back on media spend, in some cases pulling it completely. This is the perfect time to focus on your SEO; a channel that can effectively support your brand, especially at this point in time. In this session, Joe will discuss some quick and easy wins that business can adopt now to really help their online efforts, which will benefit brands during the eventual ramp up of sales, following the return to normalcy.
ABOUT THE PRESENTER
With 16 years of digital experience, Joe Comotto brings a vast array of expertise to any Search discussion.
Now our Director of Search Experience, Joe has turned his attention to the world of SEO. Focusing on delivering a holistic approach to search for our clients, Joe’s philosophy encourages marketers to look at all aspects of their users’ search experience rather than simply their position within the SERP.
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Virtual Classroom Courses
©2019 Incubeta. ALL RIGHTS RESERVED.
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THE FUNDAMENTALS OF DIGITAL MARKETING06.04.20 - 09.04.20 | 2pm - 4pm BSTSingle Seat £350 | Classroom £1500
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MONDAY
THE IMPORTANCE OF DIGITAL MARKETINGStats & trends shaping the digital worldImpact of digital marketing quiz
INTRODUCTION TO CUSTOMER LOOPRe-thinking the funnelAn overview of where the channels sitExploring a full loop approach
AN OMNICHANNEL APPROACHApplying cross-channel insights
TUESDAY
DISPLAYDisplay ads & the auction processDisplay within the loopDisplay ad formats & aligning to your KPIsTracking cookie data
VIDEOWhat are YouTube ads? How to recognise each typeWhere the different formats fit into the loopUsing the ad types based on your goal
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THIS COURSE IS PERFECT FOR
Anyone who is new to digital marketing or looking for a refresher. This course provides you with the fundamentals of digital marketing and how it can support and impact your business.
BY THE END OF THIS COURSE YOU WILL BE ABLE TO
❏ Explain how each channel forms part of the ‘customer loop'❏ Know how to effectively target your customers at every stage of the loop❏ Understand campaign performance and KPIs❏ Create an omnichannel strategy to reach your business objectives
WEDNESDAY
PAID SEARCHIntroduction to Search and shopping Search within the LoopCampaign Best Practices Optimising campaigns against your KPIs
PAID SOCIALAn introduction to Social and your different optionsWhat audiences are available to you?The different ad formats and where to use them
THURSDAY (finishes at 5pm)
REPORTINGUnderstanding KPIs for different campaign types
MAPPING YOUR FULL STRATEGYCreating an omnichannel campaign strategy for two example briefs
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THE WHO, WHAT AND WHY OF FEED MANAGEMENT14.04.20 - 16.04.20 | 2pm - 4pm BST | Single Seat £300 | Classroom £1250
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INTRODUCTION TO FEEDSWhat is a feed?The difference between data and wisdomHow does your data currently flow
CENTRALISATIONWhy centralisation is importantPutting it into practiceThe dangers, what to be aware of, how to mitigate the risks
DATA GOVERNANCEWho is responsible for what
WEDNESDAY
MISTAKES MADE FROM A TO BHow to map out your feeds more efficientlyThe key elements of a Google shopping feed
FEED STANDARDISATIONMaking sure your feed is fit for use for all channels.
FIRST PARTY DATA UTILISATIONMaking the most of the data you have available
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THIS COURSE IS PERFECT FOR
As automation levels in marketing increase, it is vital you have an handle on your feeds. This course is designed for anyone that works in marketing that is looking to harness automation in order to supercharge their campaign efficiency and performance.
BY THE END OF THIS COURSE YOU WILL BE ABLE TO
❏ Explain the importance of centralisation and be aware of how to mitigate the risks❏ Highlight current difficulties within your data flow and know how to correct these through
centralisation and data governance❏ Be aware of the key considerations in selecting a Feed Management Platform❏ Know how to apply rules to a raw feed❏ Audit your shopping feeds❏ Use first party data to augment your campaigns❏ Strategically input third party data into your feed
THURSDAY
FEED AND CAMPAIGN OPTIMISATIONCustom labelsBid management and search term management
A DATA AUDITHow healthy are your shopping feeds?Saviour behaviour
THIRD PARTY DATAWhat, how and why of third party dataPotential use cases for you
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RAISE YOUR SOCIAL STRATEGY20.04.20 - 24.04.20 | 2pm - 4pm BST | Single Seat £350 | Classroom £1500
AGENDA
BY THE END OF THIS COURSE YOU WILL BE ABLE TO
❏ Understand the role of Paid Social within your ‘customer loop’❏ Conceptualise and plan campaigns that fit your business goals❏ Employ best practice technical set-up to maximise performance❏ Use Paid Social alongside your other channels to build a strategy
worth more than the sum of its parts
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MONDAY
INTRODUCTION TO PAID SOCIALWhy is advertising on Social essential?The benefits and what to watch out for
ORGANIC & PAID STRATEGIESHow strong organic and paid strategies vary, and how they should compliment each other
CAMPAIGNS TO FIT YOUR GOALSHow Paid Social allows wide ranging campaign types to fit your KPIs
TUESDAY
SOCIAL PERSPECTIVE OF THE CUSTOMER LOOPWhere does Social fit in the loop?What can I do to maximise each section?
THE PLATFORMS, THE WIDER ECOSYSTEM & BEST PRACTISES What platforms are available and what are their strengths & weaknesses?
INTRODUCTION TO THE AD TYPESWhat ad types are there and what’s the best practice for their usage
WEDNESDAY
FACEBOOK PIXEL & SDK
The funnel from a technical perspectiveHow to activate your pixel
IMPLEMENTING YOUR PIXEL DATA USING CATALOGUESUses for feeds in a Social context, and best practices for implementation
DYNAMIC ADSLeverage dynamic ads to supercharge both retargeting & prospecting
THURSDAY
AUDIENCESA deep dive into using Paid Social audiences, for new customers and retaining your existing users
REPORTING & BUSINESS INSIGHTSProve the success of campaigns with sensible KPIs and layered attribution
FRIDAY
SEAMLESSLY FITTING SOCIAL IN WITH THE OTHER CHANNELSExplore how Social best fits in with your other channels
FINALISING YOUR APPROACHHow will you tie this all together to build a campaign for your business?
THIS COURSE IS PERFECT FOR
Those who want to access the billions of active daily users on Social networks, introduce them to their brand & monetise these new, engaged users, using best practices built up from our years of experience.
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DEMYSTIFYING SEOAn Introduction to the fundamental principles of SEO and why it's important to any business
KEYWORD RESEARCHThe fundamentals of keyword research for SEO & how to find and choose the right keywords
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THIS COURSE IS PERFECT FOR
Those starting out on their journey into SEO. Come with little or no knowledge, leave being able to confidently talk about SEO and the factors that are considered in delivering successful SEO strategy.
BY THE END OF THIS COURSE YOU WILL BE ABLE TO
❏ Speak confidently about the fundamentals of SEO to your peers ❏ Undertake basic keyword research and competitor analysis❏ Understand the main factors used for ranking websites❏ Use key SEO tools including Google Search Console
WEDNESDAY
ONSITE SEOWhat is Onsite SEO and why is it important. Gain an understanding of the key onsite factors used to rank your site::● Information Architecture● URL structure● Page titles, Meta descriptions & Heading
tags● Crawling a site● HTTP Response codes● Canonical Tags● Page Speed● And more….
OFFSITE SEOWhat is Off-page SEO and why is it important. Gain an understanding of how you can build relevant links and establish authority for your website
©2020 Incubeta. ALL RIGHTS RESERVED.
THE FUNDAMENTALS OF SEO28.04.20 - 29.04.20 | 2pm - 4pm BSTSingle Seat £250 | Classroom £1000
About Incubeta.
Marketing is changing. Connecting with your customer has never been tougher. With rising
consumer expectations, shifting behaviors, increasing competition, and rapidly advancing
technologies, businesses today must control their marketing better than ever before.
We are rethinking the rules of marketing by integrating the three specialisms of Media,
Technology and Creative in a seamless way, putting the ownership of the customer
experience back in your hands.
Contact.Telephone.
(0) 207 186 2100
©2020 Incubeta. ALL RIGHTS RESERVED.
Thank You.
