Measuring and Managing Your Online Paid Advertising Campaigns
i.e. Don't just throw money at the Internet in buckets and hope something sticks. Many campaigns and organizations know they need to do some kind of online outreach, including paid advertising. But they don't know where to begin, or how to track whether what they're doing actually worked. We'll talk about congressional campaigns as case studies, from perspectives both within and outside the campaigns.
Chris Bowers has been the managing editor of Openleft.com since July 2007, and was a full-time editor at MyDD.com from May 2004 until June 2007. He is also the treasurer of BlogPac, a fellow at the Commonweal Institute, and holds a seat on the Pennsylvania State Democratic Committee. Bowers is 34, lives in Philadelphia, and occasionally works as a netroots consultant for progressive candidates and organizations.
Brian Keeler has a diverse, broad-based background in political activism, citizen journalism, Internet community development, business consulting and the performing arts. In 2006, Brian was a groundbreaking Netroots NYS Senate candidate with extensive online exposure. His campaign developed unique methods for utilizing the progressive on line community and was the first to hold a “blograiser,” a combined real-time and virtual fund-raising event. Brian is the co-founder of the blogs The Albany Project, Political Cortex and ePluribus Media.
Laura Packard is an internet consultant based in Lansing, helping Democratic/progressive campaigns and organizations do internet outreach effectively. She's taught sessions for the Amalgamated Transit Union, Camp Wellstone, CPL, DFA, New Organizing Institute, MI America Votes/Michigan Voice and others. In 2006, she was the Internet Communications Director for Senator Stabenow's reelection campaign.
