Educators: Madan Bharadwaj, Allison Lichtenberg

Learn about foundations of advanced attribution

• Attribution basics | History of advanced attribution | State of Attribution - 2023
• Advanced marketing measurement - Primer to Incrementality testing, MMM, MTA
• Better Decisions vs Better Measurement | Understanding the Decision Matrix
• How to get certified as an Advanced Attribution Professional: Course Completion Requirements

Educators: Madan Bharadwaj, Dr.Payman Sadegh

Invited Speaker: Satya Ramachandran, Mari Subramanian 

Learn about incrementality, MMM & MTA fundamentals. Learn how to apply them to marketing decisions. Learn how post purchase surveys can be used as a stop gap for advanced measurement.

• Incrementality Testing basics | Geo Match market testing | Hold out testing | Learning about diminishing returns via scale testing | Scale testing using Geo tests 
• Quick primer in split testing | Scale testing via split tests
• Marketing mix modeling basics | Classroom modeling exercise | Interpreting model coefficients & results | Best uses for MMM | Comparing MMM open source packages Facebook Robyn vs Google Lightweight |  | Real-life Case Studies - App Brand, DTC Fashion Brand, Franchise Retail Brand
• Multi touch attribution basics | Classroom MTA analysis exercise | Best use cases for MTA
• Using Post-purchase surveys as part of measurement strategy | Real-life DTC Brand Case Study

Invited Speakers Session 1: 

• Topic: Real-life Case Study: Using MMMs as part of Advanced Attribution for Rappi
• Speakers: Satya Ramachandran

Invited Speakers Session 2: 

• Topic: Are we entering the era of lightning MMM?
• Speakers: Satya Ramachandran, Payman Sadegh, Mari Subramanian

Educators: Madan Bharadwaj

Learn how to shape measurement strategy for a brand

• Era of triangulation in measurement  | Shaping measurement strategy for a brand | How to ladder complexity to line up with organizational value | 
• Measurement Sensitivity Analysis | Portfolio Opportunity Analysis | 
• Building a learning roadmap | Laddering measurement strategy to roadmap
• Classroom demo: Optimizing Facebook and Google Search campaigns using Advanced Attribution 

Invited Speakers Session 3: 

• Topic: Real-life Case Study - Triangulating Channel Performance using Advanced Attribution for Laseraway
• Speakers: Paul Baumgarthuber

Invited Speakers Session 4: 

• Topic: Data-driven growth for franchise retail businesses
• Speakers: Paul Baumgarthuber, Keary Phillips, Ken Sheehan

Educators: Madan Bharadwaj

Invited Speakers: Saarthak Malik 

Learn to design a hold out test in excel. Review real-life case studies of holdout tests.

• Testing life cycle | Distilling conversations into testable objectives
• New Customer Acquisition: Designing a geo test | Feasibility Analysis & Budgeting | Decision matrix | Flighting tests as campaigns | Reading campaign reports as test results | Counterfactual analysis | Classroom example: Facebook on Education brand
• Case study: Real-life case study for fashion brand The Perfect Jean:  Facebook and TikTok hold out test
• Case study: Real-life case study for online Mattress brand:: Google Pmax vs Google Standard Shopping test
• CRM experimentation foundations | Designing cohorts | Step-by-step guide to experimental design | CRM test design template | Feasibility Analysis & Budgeting | Decision matrix | Discussion

Invited Speakers Session 5: 

• Topic: Incrementality war stories from inside eBay, Google, Oracle
• Speakers: Saarthak Malik, Cara Manion

Educators: Prof. Palaniappan Ramu

Invited speakers: Ken Sheehan

Learn the statistics you need to navigate designing tests and reading test results.

• Basic statistics formulae | Distributions | Split vs Geo tests | Test Feasibility Analysis
• Algorithms for matching markets | Algorithms for identifying reference periods
• Lift Calculations | Difference of differences | Counterfactual predictions
• Classroom exercise: Market selection and Counterfactual predictions for an emerging brand

Invited Speakers Session 6: 

• Topic: How Dave Lokes moved Oriental Trading company to the incrementality era
• Speakers: Dave Lokes

Invited Speakers Session 7: 

• Topic: Introduction to Geospatial Census data for marketing
• Speakers: Ken Sheehan

Educators: Madan Bharadwaj

Learn how to prepare datasets for various advanced attribution needs

• Typical Measurement infrastructure in data-forward brands | Marketing Accounting | 

Data governance | Buy vs Build decisions 

• Bringing everything together into a reporting deck | Role of last touch attribution, multi-touch attribution, incrementality and LTV metrics | Setting the expectations for exec team and board | Update your Campaign Optimization process | Building culture around media experimentation across org

Invited Speakers Session 8: 

• Topic: Data-driven marketing inside the belly of TechStyle, an ecommerce darling brand 
• Speakers: Baylie Minney

Invited Speakers Session 9: 

• Topic: How marketers are triangulating their way to channel investment decisions
• Speakers: Baylie Minney, Paul Baumgarthuber, Gail Buffington

• Earn Course completion certificate
• Schedule and complete 1:1 discussion with Madan Bharadwaj
• Earn Advanced Attribution professional badge
• Advanced Attribution Project completion

Benefits of certification:

• Upgrade your professional profile with a verifiable "Advanced Attribution Professional" certification. Badge shareable on social channels.
• Become part of the M-Squared Expert community and access Wingman projects
• Become discoverable to other marketers and brands looking for advanced attribution experts

Click to watch the preview course