Using Data to Empower Sales

Academy of Digital Media Student

Using Data to Empower Sales: The New Currency that Drives Media Transactions


None Currently Scheduled
Course Goals:
Data and analytics have become key ingredients in the media sales conversation.  Data is fueling publishers’ insights about their inventory and their audiences and helping marketers looking for opportunities to scale their campaigns. Sellers must now be prepared to discuss what and how data is collected and connect their data-driven options to maximize advertisers’ results.  Clients are deep into using data driven audience targeting along with tools for building, measuring and analyzing the quality and response of audience segments. This requires that sellers learn the terminology, interpret the data lexicon and relationships between data collection and use. Those who master their knowledge of data in digital selling will be able to discuss and diagnose how data drives decision-making, identify data resources across their organization and be fluent in their abilities to connect and utilize in-house data to maximize advertisers’ results.

Learning Outcomes:
  • Understand the new data landscape and which players impact today’s media transactions
  • Become fluent in data sources and analytic terminology used to define and build media audiences and targets
  • Learn about 1st, 3rd and 2nd party data and how they add value to media inventory
  • Understand the importance of unique identities across multiple screens and which tools provide keys to true people-based targeting
  • Learn how to think about publisher’s data assets in the sales process

Multi-Course Registration Discounts

Discount based on total number of courses for all people registered in one registration process. For example, if you register 2 people for 3 courses each, the total number of courses would be 6 and the multi-course discount would therefore be 14% as per the chart below. ( click here for additional details.)

In-Person Seminars and Training Webinars are calculated separately for course totals and are not additive.

2 courses = 5%3 courses = 7%4 courses = 9%5 courses = 10%
6 courses = 11%7 courses = 12%8 courses = 13%9 courses = 14%
10 or more courses = 15%     

Prices, dates, locations, course content and other specifications are subject to change without notice.

* Early-Bird pricing requires full payment to be received by Laredo Group no later than 5 business days after registration; if payment is received after that deadline, pricing will revert to Standard Pricing.