Unit of competency Outline

Date retreived
22/07/2026 7:11 AM AWST

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Optimise digital media impact

Optimise digital media impact

Unit of competency
National Code
BSBMKG421
State Code
AWF85
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
14/01/2016
View on TGA
State Implementation and Classification
Approved Date
05/07/2016
Field of Education
080505 - Marketing
Original Release Date
05/07/2016
Nominal Hours
45
Description
This unit describes the skills and knowledge required to optimise digital media impact for application within the context of marketing communications.It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for developing and implementing client solutions within the digital communications space. Individuals may work individually or as part of a multidisciplinary team. No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Analyse digital media impact
  • 1.1 Determine measurable impact objectives for digital media
  • 1.2 Review and deliver insights from online and offline channel data
  • 1.3 Identify tools and technologies accessed by customers
  • 1.4 Clearly establish audience engagement characteristics, expectations and responses
  • 1.5 Identify gaps in engagement and expectations
2. Establish an experimentation framework
  • 2.1 Design, build, and test a learning environment using industry tools and technologies
  • 2.2 Prepare strategies for rapid real-time response, and rapid change
  • 2.3 Model channel interaction options
  • 2.4 Test interaction with target groups
  • 2.5 Learn and adapt rapidly to changing customer expectations and interactions
3. Create optimised digital channels
  • 3.1 Ensure channels are established using current industry tools and technologies
  • 3.2 Enable visibility of the customer journey in digital environments
  • 3.3 Utilise tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms
4. Support channel strategies
  • 4.1 Work effectively with other experts as part of a multi- disciplinary network
  • 4.2 Enable rapid change to process and interventions to match real-time customer requirements
5. Evaluate effectiveness of digital impact
  • 5.1 Collate digital data on customer engagement, conversations and conversions
  • 5.2 Moderate data to identify exceptions from agreed performance
  • 5.3 Document issues and recommendations to improve further digital media optimisation
No information
No information
Replaced By
State Code National Code Title Type
OCE85 BSBMKG437 Create and optimise digital media Unit of competency