Course Description

Data is the currency of digital marketing. It is at the core of every marketing and media decision made online and its importance is only growing. As reliance on data to make marketing decisions increases it is important that you, as a digital marketing professional, have a good understanding of how data is gathered, implemented and governed so you can make the best possible decisions and see the best return on your marketing efforts.

What You’ll Learn

This course will focus on the role data plays in all aspects of the digital marketing campaign.

  • Defining the different data types
  • How data is collected and managed
  • Data’s role in the digital campaign
  • Data Policies

Attendees will come away with an elevated knowledge of the data used in digital marketing and will have the chance to participate in lively discussions with our instructors as well as fellow students.


Laura Ferron, Senior Director, Councils & Committees at IAB Canada

Who Should Attend?

The course is for any marketing and/or media professionals who understand the basics of digital media marketing but are looking for a better understanding of data’s role in digital marketing and how it can be leveraged to achieve outstanding results.

  • It is recommended that you have a fairly good understanding of digital marketing before attending this course.

Dates and Locations

TorontoMar 21, 201810:00 am – 3:00 pmEnglishIAB Canada Office2 St. Clair Ave W, Suite 602
TorontoNov 6, 201810:00 am – 3:00 pmEnglishIAB Canada Office2 St. Clair Ave W, Suite 602

If you wish to take this course remotely, please contact us at

***DISCLAIMER: Please note, course END TIMES may vary***


  • Course includes a break for the provided lunch.


1.0 - Data Types

  1. 1.1: First Party Data
  2. 1.2: Understanding CRMs
  3. 1.3: Second Party Data
  4. 1.4: Third Party Data

2.0 - Data Collection Methods

  1. 2.1: User ID Attributes
  2. 2.2: Pixels
  3. 2.3: Cookies
  4. 2.4: Mobile Data Tracking
  5. 2.5: Panels/Surveys
  6. 2.6: How to Evaluate a Data Provider

3.0 - Integrating Data into the Digital Campaign Process

  1. 3.1: Data For Planning
  2. 3.2: Campaign Success Metrics
  3. 3.3: Setting Up Conversion Tags
  4. 3.4: Site Selection
  5. 3.5: How Viewability Works
  6. 3.6: Audience Extension Methods
  7. 3.7: How Digital Media is Transacted
  8. 3.8: How Digital Ads are Served
  9. 3.9: What does an Ad Server do?
  10. 3.10: Site Analytics
  11. 3.11: How to do a Reach/Frequency Analysis

4.0 - Attribution Modeling

  1. 4.1: What is Attribution Modeling
  2. 4.2: How does Attribution Modeling Work?
  3. 4.3: Offline Activity Tracking
  4. 4.4: The Future of Cross-Device Measurement
  5. 4.5: Case Studies and Examples

5.0 - Data Policies

  1. 5.1: PIPEDA
  2. 5.2: What is considered PII?
  3. 5.3: CASL
  4. 5.4: Data Ownership

6.0 - Review and Q&A

  1. 6.1: Review of what was discussed
  2. 6.2: Attendee discussion and Q&A

Educational Approach

This course is presented in-person by the instructor with several activities and discussions incorporated throughout.

Course Policies


If an attendee cancels his or her registration more than 14 days before the date of the course, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the seminar date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any course(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.


Please provide 48 hours notice before the course if you wish to transfer to the next session or transfer to a different course.  Requests made less than 48 hours notice will not be accommodated.


Your email confirmation represents receipt of payment and confirmation for your seat(s) for the course(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.


All printed materials provided by IAB Canada are meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the session(s).