April 2025: Executive Masterclass

Live advanced attribution crash course broken down into 2 sessions over the course of 2 days, aptly designed for Executives. 


Who is it for: Marketers, analytics professionals, data scientists, and anybody who is seeking a concise yet thorough understanding of Advanced Attribution.


What to expect: Insights from industry leaders through exclusive speaker sessions. We dive into the fundamentals of Advanced Attribution, taught using relevant and extensive sets of case studies.


Format: Live instructor-led classes

Lecture: April 28 & 30th - 1100 - 1430 EST

 

April 2025: Executive Masterclass

Course Content

DAY 1

Executive 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:

To be announced