Did you know that traditional ad metrics often fail to capture the true impact of brand awareness? Brand-lift surveys bridge that gap by revealing how campaigns actually shift audience perception and intent.

This Short Course was created to help digital marketing professionals demonstrate measurable brand impact and campaign effectiveness through systematic measurement and analysis of advertising initiatives. By completing this course, you will be able to deploy brand-lift surveys, analyze campaign performance against control groups, and interpret brand perception metrics—skills that allow you to quantify awareness, preference, and intent beyond clicks and impressions. By the end of this 3-hour long course, you will be able to: Apply a brand-lift survey to measure advertising effectiveness on new audiences. Analyze brand lift metrics to measure campaign effectiveness against a control group. This course is unique because it integrates brand research methodology with performance analytics, equipping you to connect advertising exposure with real-world brand outcomes and deliver data-backed marketing insights. To be successful in this project, you should have: Basic digital advertising platform familiarity Understanding of marketing funnels Experience with survey tools Data analysis fundamentals