Advanced Attribution Masterclass - Exclusively for The Trade Desk
A tailored Masterclass on Advanced Attribution, exclusively designed for agency teams seeking experiential learning and a practical approach to implementing Attribution in their roles.
Format: Live instructor-led class
A tailored Masterclass on Advanced Attribution, exclusively designed for agency teams seeking experiential learning and a practical approach to implementing Attribution in their roles.
Format: Live instructor-led class
Dates: July 9 | Monday | 9:30 AM -1:30 PM PST | 12:30 PM -4:30 PM EST
$1,500
Course Content
Module 1: Advanced Attribution Foundations
Learn about foundations of Advanced Attribution
- Attribution basics | History of advanced attribution | State of Attribution - 2023 | Introduction to Advanced marketing measurement
- Better Decisions vs Better Measurement | Understanding the Decision Matrix | Sensitivity Analysis case study
- Taxonomy | Solution Architecture
- Solutioning patterns for different industry verticals | Brand vs Conversion measurement
- How the various in-house attribution reporting tools and attribution partnerships play into a brand’s measurement strategy
Module 2: Primer on Incrementality, MMM, MTA, Post-Purchase Surveys
Primer on Incrementality, MMM, MTA, Post-Purchase Surveys
- 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 | Holdout and Scale tests | Use cases
- Marketing mix modeling basics | Vanilla MMM vs Full-Funnel MMM
- Multi touch attribution basics
- Using Post-purchase surveys as part of measurement strategy
- Translating AA reads into Multipliers | Multiplier based ROI reporting
- Typical measurement reads and its implications on ROAS
Module 3: Shaping Measurement Strategy for a brand
Shaping Measurement Strategy for a brand
- 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
- Real-life Case Study - Triangulating Channel Performance using Advanced Attribution for Laseraway
Module 4: Upgrading your marketing operations for advanced attribution
Upgrading your marketing operations for advanced attribution
- 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
- Building a AA-based decisioning Practice | Using measurement in strategy | Test-Learn-Grow | AA based P&L Governance
- 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
Track
Module 5: Testing for Incrementality & Diminishing returns, a deep dive
Educator: Madan Bharadwaj
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 incrementality testing case study for Facebook and TikTok for DTC Brand The Perfect Jean
Invited Speaker session: Ovadia Labaton discusses data in the role of strategy in a fast-growing DTC brand
- Speakers: Ovadia Labaton | DTC Leader & Entrepreneur | The Perfect Jean, Kidbox, Liquorbox, VC/PE roles
Invited Speakers: Introduction to Geospatial Census data for marketing
- Speakers :Ken Sheehan | Geographic Information Systems Expert | US Geological Survey, University of New Hampshire, West Virginia University, GIS Entrepreneur
- Real-life Case Study - Zip-level testing using Facebook Reach & Frequency campaigns for Laseraway
Data Scientist Track
Workshop: Geo Testing - Match Market selection using Facebook Geo Lift and Causal Lift estimation using statistical techniques
Educators: Bharathi Kannamma
- Data science Workshop to work through identifying matched markets using Facebook GeoLift open source modeling package.
- Data science workshop to work through lift estimation
Educators
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MEET Madan Bharadwaj
Advanced Attribution Expert
Measured, Visual IQ/Nielsen, Nanigans, Dentsu Aegis, Mathworks