|
所在平台: Udemy |
课程主页: https://www.udemy.com/course/digital-marketing-data-dmps-device-graphs-and-regulation/
课程评论：没有评论
课程名称：数字营销数据规制与系统 课程概述：数据是新的石油。如果你听说过这样的说法，或者类似的说法，那么你来对地方了。数据驱动着数十亿美元的数字营销行业。没有数据，营销人员和广告商无法有效地定位客户、投放广告信息以及跟踪他们的广告效果。然而，收集、存储和使用数据并不像在浏览器中放置一个 cookie 那么简单。近年来，数字营销行业受到了政府和私人公司的监管，这改变了数据的收集和使用方式。欧盟的《通用数据保护条例》(GDPR) 是第一部深刻改变行业的重要法规，其后美国的《加利福尼亚消费者隐私法案》(CCPA) 也相继出台，苹果和谷歌近几年也对数据共享进行了调整。 本课程涵盖了营销人员和广告商如何收集数据、存储数据的公司及工具，以及重大变革如何影响整个行业。 课程大纲： 第一部分 - 介绍 欢迎来到课程 数字营销数据议程 第二部分 - 数据管理平台 (DMP) 什么是数据管理平台 (DMP) DMP 收集的数据类型 DMP 如何收集用户数据 顶级 DMP 如何选择合适的 DMP 第三部分 - 围墙花园 什么是围墙花园及其拥有的数据 围墙花园的商业案例 第四部分 - 设备/身份图谱 设备图谱的重要性 设备图谱与身份图谱的区别 图谱的工作原理 第五部分 - 法律/规制/个人可识别信息 (PII) PII（个人可识别信息）及其使用案例 GDPR CCPA COPPA（儿童在线隐私保护法） 苹果应用追踪透明性 谷歌 cookie 弃用 统一 ID 2.0 和后 cookie 世界 第六部分 - 总结与未来展望 数据环境的变化 行业如何应对变化 广告商为什么应该关注这些变化 总结与感谢 讲师介绍：本·西尔弗斯坦（Ben Silverstein）是一位驻纽约市的获奖数字媒体专业人士，拥有超过15年的数字领域工作经验。他为多个本地、国家和国际品牌管理了数亿美元的广告预算，包括六旗游乐园、乔治·阿玛尼、哥伦比亚咖啡、威廉·格兰特与儿子酒厂以及FDA的“真实成本”项目，该项目在2015年获得了疾病意识和教育类别的金Effie奖。 真实学生评价： 5星评论：“作为一家广告代理公司的媒体策划和购买人员，拥有这些实际的信息帮助我们在进入数字广告领域时做出决策。你的101和201课程非常丰富，解释得非常简单明了，谢谢你，期待你的未来课程。”——黛安·托迪 5星评论：“真实的案例几乎使得课程自我讲解。制作专业，讲师自信地表达了他的知识。”——AJ·杜图伊特 5星评论：“我从事广告销售，希望寻找一种清晰简便的方法来解释并检验我的程序化广告知识。这门课非常有帮助，简单易懂，能深入复杂的主题。”——劳尔·博尼拉
Data is the new oil. If you've heard this phrase, or one like it, then you're in the right place.Data is what powers the multi-billion dollar digital marketing industry. Without it, marketers and advertisers wouldn't be able to target their customers, serve ads and messages, and track their campaign performance. But it's not as a simple as dropping a cookie on a browser.In recent years the digital marketing industry has seen regulation from both governments and private companies that is changing the way data is collected, stored, and used. The General Data Protection Regulation (GDPR) in the E.U. was the first major legislation that re-shaped the industry. This was followed by the California Consumer Protection Act (CCPA) in the United States, and both Apple and Google have introduced changes to how they share data in the past couple of years.In this course we cover exactly how data is collected by marketers and advertisers, the companies and tools used to store it, and how major changes have affected the industry.Course Curriculum:Section 1 - IntroductionWelcome to The CourseDigital Marketing Data AgendaSection 2 - DMPs (Data Management Platforms)What is a Data Management Platform (DMP)Types of Data that DMPs CollectHow does a DMP collect user dataTop DMPshow to select the right oneSection 3 - Walled GardensWhat is a Walled Garden and what data do they haveWhat is the business case behind a Walled GardenSection 4 - Device/Identity GraphsWhy is a Device Graph importantDifference between Device Graph and Identity GraphHow do the Graphs workSection 5 - Laws/Regulations/Personally Identifiable Information (PII)PII - Personally Identifiable Information and use casesGDPR - General Data Protection RegulationCCPA - California Consumer Privacy ActCOPPA - Children's Online Privacy Protection ActApple - App Tracking TransparencyGoogle - Cookie DeprecationUnified ID 2.0 and the Post-Cookie worldSection 6 - Recap & What's NextHow the data landscape is changingWhat is the industry doing to get ahead of changesWhy should you as an advertiser careRecap & Thank You!Meet Your Instructor:Ben Silverstein is a New York City based, award winning digital media professional with over a 15 years of experience working in the digital space. He's managed hundreds of millions of dollars for local, national, and international brands including Six Flags Amusement Parks, Giorgio Armani, Cafe de Columbia, William Grant & Sons, and the FDA Real Cost which won a 2015 gold Effie in the Disease Awareness and Education category.Real Student Reviews from other digital marketing courses:5-Stars "Being an advertising agency media planner and buyer, having this hands on information helps when we face a decision to go into the digital advertising space. Your 101 and 201 was extremely informative and truly like your overviews in a very simplistic explanation. Thank you and look forward to your future courses." - Diane Tody5-Stars "The real-world examples almost makes it self-explanatory. Professionally done and author speaks with authority - i.e. he knows what he's talking about and it shows." - AJ Du Toit5-Stars "I'm in advertising sales and have been looking for a clean easy way to explain and also test my root knowledge of the programmatic ad space. It was very helpful and simple to understand which is hard to do with this topic." - Raul Bonilla
