Tentang Program
Platform iklan semakin otomatis sehingga keunggulan tidak lagi bertumpu pada tombol teknis semata. Tim perlu memperkuat signal quality, creative system, conversion architecture, dan keputusan berbasis incremental business value. Peserta membedah campaign aktual dan menghasilkan experiment backlog.
Business Challenges
- Pemilihan objective dan conversion event belum sesuai dengan tahap funnel serta hasil bisnis yang dituju.
- Audience targeting tidak didukung hypothesis dan signal berkualitas, sementara creative cepat mengalami fatigue.
- Optimasi dilakukan terlalu cepat atau hanya berdasarkan CPL tanpa mempertimbangkan kualitas lead.
- Tracking, attribution, landing-page relevance, dan unit economics belum menjadi satu sistem pengukuran.
Learning Outcomes
- Menyusun campaign architecture yang menghubungkan objective, offer, funnel, dan conversion event.
- Merancang audience–message–creative matrix serta testing protocol yang mengisolasi variabel.
- Mengoptimalkan delivery, budget, bidding, frequency, dan learning phase secara disiplin.
- Menentukan scale, hold, repair, atau stop berdasarkan lead quality, CAC, margin, dan incrementality.
Learning Modules
- Campaign Strategy & Funnel — Peserta memilih objective sesuai conversion event, merumuskan offer, memetakan funnel leakage, dan memastikan tracking readiness. Output: campaign architecture dan measurement plan.
- Campaign Strategy & Funnel — Peserta memilih objective sesuai conversion event, merumuskan offer, memetakan funnel leakage, dan memastikan tracking readiness. Output: campaign architecture dan measurement plan.
- Audience & Creative System — Peserta menyusun audience hypothesis, message angle, creative matrix, dan testing protocol yang mengisolasi variabel. Output: creative test board.
- Audience & Creative System — Peserta menyusun audience hypothesis, message angle, creative matrix, dan testing protocol yang mengisolasi variabel. Output: creative test board.
- Media Buying & Optimization — Peserta membaca learning phase, delivery, frequency, budget constraint, attribution window, serta quality signal. Output: daily-weekly optimization checklist.
- Media Buying & Optimization — Peserta membaca learning phase, delivery, frequency, budget constraint, attribution window, serta quality signal. Output: daily-weekly optimization checklist.
- Analytics & Scaling — Peserta mengevaluasi CPL bersama lead-to-opportunity, CAC, contribution margin, dan incrementality. Output: scale, hold, repair, atau stop decision sheet.
- Analytics & Scaling — Peserta mengevaluasi CPL bersama lead-to-opportunity, CAC, contribution margin, dan incrementality. Output: scale, hold, repair, atau stop decision sheet.
Target Participants
Marketing, Brand, Digital, Communication, Campaign, Commercial Team