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Workshop on Advanced Attribution

Marketing Attribution: How to Optimize Spend for Maximum Revenue

  • Tuesday, June 4, 2024 2:00 PM to 3:15 PM · 1 hr. 15 min. (America/Chicago)
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M^2 at RICE Highlights

Workshop Presenters

Madan Bharadwaj is a leading expert in advanced marketing measurement systems. Over 15 years and 4 attribution startups, he has helped marketers navigate away from last click attribution by bringing breakthrough innovations like multi-touch attribution and incrementality testing to market.

Most recently, Madan founded M^2 to shape a methodology-agnostic framework for media attribution. He teaches the framework in the industry’s first advanced attribution masterclass, and helps brands access high quality attribution talent and services through the M^2 attribution marketplace.

Michael is a seasoned marketing leader with over 15 years of industry experience steering marketing teams at companies including Amazon, Fitbit, Instacart, Gunnar Optiks, and Whistle Labs. He has spent the last decade growing consumer brands by developing and executing full-funnel marketing strategies inclusive of scaling offline channels and implementing marketing measurement techniques that drive high-impact results throughout the entire customer journey.

Workshop on Advanced Attribution

As growing brands add more sales and marketing channels

As growing brands add more sales and marketing channels, and user-level tracking becomes more and more restricted, it’s increasingly difficult to make confident decisions about where to allocate ad spend. Learn how to develop and deploy an advanced attribution strategy that will enable you to measure the performance of marketing campaigns and optimize media budgets to meet business goals.

Learning Summary from the Workshop

  • Fundamentals of top attribution approaches, including incrementality testing, marketing mix modeling (MMM), and multi-touch attribution (MTA)
  • Real-world examples that demonstrate how to translate attribution reads and apply them to marketing investment decisions
  • Learn how to shape a measurement strategy that is specific to your brand and how to prepare your team for success; and
  • Get your toughest measurement questions answered by an expert and start developing an attribution roadmap for your organization