Prerequisites
- No technical prerequisite; focus on marketing management.
- Access to analytics or acquisition tools recommended for workshops.
Duration
Modular pathway (full day or half-day format) with a custom forfait defined during scoping.
Access & timelines
Register via the contact form or email formation@woptimo.com; program and schedule are confirmed after a short call with a trainer.
Learning objectives
- Define a measurement framework and consistent UTM taxonomy.
- Secure conversions and marketing data quality.
- Build steering dashboards (costs, ROAS, acquisition).
- Activate first-party audiences and set governance rituals.
Training outline
- Measurement framework: KPIs, conversions, and tagging plan
- Traffic and attribution: UTMs, naming, omnichannel coherence
- Marketing dashboards: acquisition KPIs, costs, ROAS
- First-party audiences and media activation
- Governance: QA, steering rituals, documentation
Training methods
- Workshops on KPI scoping and UTM taxonomy.
- Hands-on sessions on dashboards and tagging plans.
- Materials, checklists, and governance templates.
Evaluation
Quiz, applied exercises, and validation of a prioritized action plan at the end.
Accessibility
Support and pace can be adapted; on-site sessions in accessible venues on request. Disability point of contact: handicap@woptimo.com.
Contacts & last update
formation@woptimo.com | contact form. Updated on December 10, 2025.
