Digital MindSet Lab / Online
Interpreting the Digital World Accurately, Understanding Data Effectively, and Developing Effective Strategies

Module 1: The Fundamentals of Branding and Seeing the Big Picture
September 15, 2026 / 9:30 a.m.–1:00 p.m.
Module 2: Measurement & Accurate Interpretation
September 22, 2026 / 9:30 a.m.–1:00 p.m.
Module 3: The Future, Strategy & Implementation
September 29, 2026 / 9:30 AM–1:00 PM

Pre-Registration Form

CERTIFICATE

Upon completion of the training program, participants will receive a THAAT'S The Academy certificate. Don’t forget to register—space is limited!

Days

Hours

Minutes

Seconds

Who's here?

Haluk Sicimoğlu

Founder&Chief Strategy Officer

THAAT'S IT

Selin İşlek

Managing Director & Head of Strategy

Ryse Growth & E-Commerce Dept

Digital MindSet Lab / Online
Interpreting the Digital World Accurately, Understanding Data Effectively, and Developing Effective Strategies

This certification program aims to enable marketing and branding professionals to better understand the digital world, make strategic decisions by interpreting data, and collaborate more effectively with agencies and performance teams.
The program aims to help participants speak the same language as agencies, performance teams, and professionals from other disciplines; manage brief processes more effectively; and approach campaigns from a holistic perspective rather than a purely operational one, while also enhancing their mastery of digital concepts and performance metrics.
Through this program, which will equip participants with proficiency in digital metrics, effective brief management, and a holistic perspective on campaigns, the goal is to demonstrate that marketing is not merely an operational process but a data-driven strategic discipline.

Course Details

Module 1: The Fundamentals of Branding and Seeing the Big Picture
September 15, 2026 / 9:30 a.m. – 1:00 p.m.

A Prerequisite for Effective Digital Performance: A Solid Brand Foundationa
What Is a Brand, and What Isn’t?
- Product ≠ Brand
- Brand = Perception, Emotion, Memory
- The Purpose of Advertising: To Make an Impression on the Consumer’s Mind and Leave a Lasting Impact
- A Brand Is Only as Strong as the Space It Has Claimed in the Consumer’s Mind

The Evolution of Marketing & the New Reality

Product → Brand → Performance → The Age of Data and Technology
Why Isn’t a “Good Product” Enough Anymore?
Why Has the Distinction Between Brand and Performance Lost Its Meaning?
We’re No Longer Managing Campaigns—We’re Managing the System.

The Basics of the Digital World: How Does the System Work?

What Is Digital Literacy, and Why Is It Critical?
Digital Ecosystem: Web, Social Media, Search, CRM, Data
User Journey & Touchpoints
Online vs. Offline: Why Aren’t They Separate Anymore?

Digital Ecosystem & Channel Roles

Owned, Paid, Earned Media
Instagram, YouTube, Google, TikTok, E-Mail, Web
Which Channel Should Be Used When?
Not Every Channel Generates Sales, But It Contributes to Sales
Funnel-Channel Mapping

Internalization Workshop & Interactive Brainstorming Session

Channel Analysis Using a Sample Campaign
“Why Did This Brand Choose This Channel?”
Choosing the Wrong Channel = What Do You Lose?

Module 2: Measurement & Accurate Interpretation
September 22, 2026 / 9:30 a.m. – 1:00 p.m.

The Language of Digital: Metrics & Their Meanings

Impression, Reach, Frequency, CTR, CPC, CPM, Conversion
What Does Each Metric Indicate?
“Metrics That Look Good but Are Misleading”
High CTR but No Sales → Why?

KPIs & Defining Success

Are the KPIs the Same for Every Campaign?
Awareness vs. Sales Targets
Wrong KPIs = Wrong Decisions
You’re Only as Good as What You Measure

Reading Reports & Generating Insights

Why Do Agency Reports Always Look “Good”?
Vanity Metrics vs. Actual Performance
The Report Provides the Data; You Make the Decision
The Art of Asking the Right Questions

Internalization Workshop: Report Analysis

Analysis Based on Actual Campaign Data
“Is This Campaign Successful?”
Interactive Brainstorming

Module 3: The Future, Strategy & Implementation
September 29, 2026 / 9:30 a.m. – 1:00 p.m.

Artificial Intelligence & the New Dynamics of the Digital World

Where Is Artificial Intelligence Used?
Creative Production (Text, Visuals, Video)
Media Optimization & Automation
CRM & Personalization
Artificial Intelligence Speeds Things Up, but Strategy Still Lies with Humans

Working Effectively with Agencies & Teams

How Do You Give the Right Brief?
What Questions Should You Ask the Agency?
The Risk of the “Let’s Boost It” Approach

Campaign Thinking Framework

Objective → Channel → Creative → KPI Link
How to Create the Right Campaign Strategy?
The Most Common Strategic Mistakes

Final Internalization Workshop

Script Development:
- New Product Launch
- Decline in Sales
Solution Generation: Interactive Brainstorming
Reporting & Evaluation

* Please contact us regarding our “Marketing Academy” projects, which we can tailor specifically to your organization’s needs and expectations for your marketing, branding, and HR/employer branding teams, and which we can conduct either offline or online, depending on your preference.