Advanced Attribution Masterclass - Exclusively for The Trade Desk

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

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 

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

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