Masterclass 2019 - Social Media & Analytics

24th Oct 19 12:00 PM to 2:00 PM
31st Oct 19 12:00 PM to 2:00 PM


This Masterclass, over 2 sessions, will discuss the broad approach taken by Facebook marketing science to understand, predict and ultimately influence advertising effectiveness in digital marketing.

This will include deeper discussion into incrementally & experimental design; as well as the role of test & learn for continually improving media planning and advertising creative.


This Masterclass will teach you:

  1. What measurement outcomes can be linked to digital - sales, actions, offline behaviours
  2. Test & learn framework for digital media advertisers to continually improve ad effectiveness
  3. Limitations & challenges of research areas such as attribution & social listening
  4. Designing better experiments for cleaner & more robust studies
  5. Meta-learnings: what Facebook knows about creative that drives stronger outcomes on mobile
  6. Meta-learnings: what Facebook knows about media planning levers (e.g. on reach vs frequency) for better outcomes.

Learning Outcomes:

At the conclusion of this online Masterclass, participants will have the tools to:

  • Recognise and understand nuances of experimental design in digital ad effectiveness research
  • Identify the key levers for advertising campaign effectiveness, based on extensive research to date
  • Be up to date on what elements advertisers are most interested in testing/proving, as we move into 2020

Who is this course intended for?

All market and social research professionals interested in further developing their skills in interpreting social media data.

Speaker: Andrew Eckford

Andrew is Measurement Lead, Marketing Science at Facebook Australia.

Andrew is an online consumer and media analyst with broad experience providing insight and commentary on finance, publishing, travel, retail, telecommunications and media investment.

Prior to joining Facebook, Andrew held senior analytics roles at Google.

Andrew holds an MBA from Macquarie University.

Event information:

Event Format: 2 x Sessions - Online Course

Thursday 24 October 2019
Thursday 31 October 2019
Location: Your PC
Event Cost: (inc.GST) $550.00 Members
$880.00 Non Members
QPR Points: 50
Time | Zones: Time: Please note following time – based on your location’s time zone​
12:00pm - 2:00pm NSW | ACT | VIC | TAS
11:30am - 12:30pm SA
11:00am - 12:00pm QLD
10:30am - 11:30am NT
09:00am - 10:00am WA

Event information

24th Oct 19 12:00 PM to 2:00 PM
31st Oct 19 12:00 PM to 2:00 PM

Start Time:

your PC

Member Price: $550.00

Non-member Price: AU $ 880

Your Price: AU $ 880.00


  • Event date has passed
  • Registrations are closed

Registrations Open: 1st Jul 19 5:00 PM

Registrations Close: 1st Nov 19 10:00 AM