August 2024 Masterclass in Advanced Attribution
Lecture:Aug-26, 27 & 28 Mon-Tue-Wed | 11:00 AM - 2:30 PM ET
Workshop: Sep 4,5 & 6 Wed-Thu-Fri | 11:00 AM - 1:00 PM ET
Lecture:Aug-26, 27 & 28 Mon-Tue-Wed | 11:00 AM - 2:30 PM ET
Workshop: Sep 4,5 & 6 Wed-Thu-Fri | 11:00 AM - 1:00 PM ET
Masterclass Highlights
Course Content
Course Preview
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DAY 1
Exec Track
Module 1: Advanced Attribution Foundations
Educators: Madan Bharadwaj
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
- Heterogeneity in Attribution landscape today
- Case for Triangulation
Module 2: Primer on Incrementality, MMM, MTA, Post-Purchase Surveys
Educators: Madan Bharadwaj
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 | Holdout and Scale tests | Quick primer in split testing | Scale testing via split tests
- 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
Invited Speaker Session: How Marketing and Agency Leaders use data along with intuition to shape media strategy
Speakers:
- Adam Lovallo | Agency Veteran Leader | Thesis, LivingSocial.com, Grow.co
- Rohit Bagalkot| Marketing leader | Peloton, Zenith, The Media Kitchen
DAY 2
Exec Track
Module 3: Shaping Advanced Attribution Strategy for Brands
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
- Topic: Real-life Case Study - Triangulating Channel Performance using Advanced Attribution for Laseraway
Module 4: Upgrading your marketing operations for advanced attribution
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
- Building the marketing P&L
- 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
Case Study on JOLYN
- Jennifer Fenton | Growth Marketing leader | Jolyn, 1-800-Dentist, True&co
Invited Speaker Session: CMO playbooks: How to communicate marketing’s contribution to board and exec team
Speakers:
- Jim Kingsbury | CMO | Zappos, Amazon, Allbirds, One Kings Lane
- Joe Lugo | CFO | Saatchi & Saatchi, J.Crew, Jolyn
DAY 3
Analyst 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
Module 6: Statistics for Media Experiments
Educators: Prof. Palaniappan Ramu
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
- Statistics game: Learn key concepts in statistics you need for experiments through a fun Kahoot game | Lift Calculations | Difference of differences | Counterfactual predictions
Module 7: Campaign Optimization using Advanced Attribution Step-by-step process for Facebook, Google Search and OTT campaigns
Speaker: Allison Lichtenberg | Programmatic media expert | Measured, Collective, Hearst, Accordant Media, Nickelodeon
Module 8: CRM Testing for Retention marketing
Educators:
- Cara Manion | CRM Measurement expert | Measured, Oracle, Sports Authority, Retail marketer
- Arun Rajagopalan | Measurement Technologist | Measured, Wealth Engine
- Introduction to CRM testing | CRM experimentation foundations | Designing cohorts | Step-by-step guide to experimental design | CRM test design template | Feasibility Analysis & Budgeting | Decision matrix | Discussion
- CRM Case study from a DTC Fashion brand
Invited Speaker Session: CMO Playbooks: Operationalizing Advanced Attribution inside an enterprise
Speakers:
- Steven Ji | Marketing Science leader | Instacart, Kayak, Hipmunk
- Sharon Shen | Data Science Platforms Expert | Uber, AirBnb, Dropbox, eBay, Merkle, Adobe
WORKSHOP DAY 1
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
WORKSHOP DAY 2
Data Scientist Track
Workshop: Hands-on MMM workshop using Facebook Robyn, Google Lightweight and Uber Orbit
Educators: Mari Subramanian, Sharath Ravi, Sujeendran Menon
- Workshop to build media mix models using Facebook Robyn open source modeling package | Step-by-step process to prepare data, perform exploratory data analysis, prepare data, feed data to models, analyze model fit, generate and analyze decomps, evaluate decomps against marketer’s channel performance expectations
- Compare Facebook Robyn vs Google Lightweight vs Uber Orbit
WORKSHOP DAY 3
Analyst Track
Workshop: Hands-on Triangulation Analysis
Learn hands-on analyst skills around triangulation
- Triangulation concepts deep dive | Triangulation demo | Triangulation case study
- Governance | Measurement governance and Multiplier management | Data governance
- Campaign Optimization using Advanced Attribution Step-by-step process for Facebook, Google Search and OTT campaigns | Campaigns trafficking best practices
Module 9: AMA - Ask me Anything
Open floor for participants to bring up any topic for discussion
Final Certification
Final Certification
Earn Course completion certificate
- Schedule and complete 1:1 discussion with Madan Bharadwaj
Earn Advanced Attribution professional badge
- Advanced Attribution Project completion
Course Completion Requirements
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