Montreal performance advertising technology company SourceKnowledge has launched a free Data Driven Marketing Certification program, the first of its kind in Canada and one aspect of its newly created SourceKnowledge Institute, to allow enrolled marketers to learn the benefits of data driven marketing at their own pace.
The Data Driven Certification course will cover the fundamentals of “agile performance marketing” over 12 classes that cover both theory and real-world examples to help marketers deal with the new world of digital marketing, with each unit designed by advertising and marketing professionals.
“Digital marketing has become incredibly complicated, especially with the industry increasingly focusing on measurable performance, and SourceKnowledge Institute’s program will better equip marketers for this changing landscape,” said Patrick Hopf, president and co-founder of SourceKnowledge. “By enrolling, marketers of every skill level will receive a solid understanding of data driven strategy and tactics in order to edge out their competition.”
The days when business had to rely on marketing professionals and advertising agencies to manage everything from multi-media and print advertising or strategic marketing to Google AdWords spend are quickly vanishing, with many small and medium sized enterprises bringing those activities in-house to the extent that they can.
The SourceKnowledge Institute Data Driven Marketing Certification program focuses on ensuring that marketers understand foundational concepts, industry terms, key technologies and industry best practices.
The program is divided into six core competencies: digital marketing fundamentals, measurement and optimization, audience segmentation and analysis, attribution, tag management and macro implementation, ad creative and variant testing models.
Successful completion of the course and its exam comes with a virtual LinkedIn badge delivered through the SourceKnowledge Institute’s platform, which the student adds to their profile to demonstrate that they’ve been certified to an expert degree in digital marketing best practices.
SourceKnowledge was founded in 2009 and is headquartered in Montreal, with an office in Vancouver which it opened in the second half of 2015.
Their full-stack marketing platform, called Engage, helps brands, agencies, app publishers, eCommerce and SaaS companies acquire and retain customers, and also shows marketers how to identify, recapture, convert and measure high-value eyeballs across a variety of platforms and devices.
Engage allows advertising campaigns access to more than 60 billion ad opportunities each month through integration with supply-side partners like Facebook, Google, Twitter, LiveRail, AOL, DailyMotion and SpotXchange.
Recently, Vancouver building supply technology company BuildDirect used Engage to build a campaign that provided a 6.62x Return on Ad Spend figure, and delivered more than 13 million impressions to high-value prospects based in the US.
The success of the Engage platform has driven a 133% year-over-year revenue increase for SourceKnowledge, which has operated largely bootstrapped since its founding, choosing to grow through profitability, although in March the company received a C$1.5 million mezzanine loan from BDC Capital.