April 2025: Comprehensive Masterclass

A live and exclusive Masterclass from top experts in advanced attribution broken down into 6 sessions of experiential learning and hands-on approach to applying attribution in your industry. 


Who is it for: Hands-on professionals working daily with data.


What to expect: Everything in the executive track is included in this comprehensive track, plus advanced technical training on tools and methodologies for solving attribution challenges.


Format: Live instructor-led classes

Lecture: April 28, 30 & May 2 - 1100 - 1430 EST

Workshop: May 5, 7 & 9 - 1100 - 1300 EST

 

April 2025: Comprehensive Masterclass

Course Content

DAY 1

Session 1:

Module 1: Advanced Attribution Foundations

Educators: Madan Bharadwaj

Learn about foundations of advanced attribution

  • Attribution basics | History of advanced attribution | State of Attribution - 2025 | Introduction to Advanced marketing measurement 
  • Better Decisions vs Better Measurement | Understanding the Decision Matrix
  • Taxonomy | Solution Architecture 
  • Heterogeneity in Attribution landscape today
  • Case for Triangulation
  • 2-3 Case studies

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 Brand and Agency Leaders use data along with intuition to shape media strategy

Speakers: 

  • Dave Lokes | Veteran Retail CMO | Oriental Trading Company, Foot Locker, Champs Sports
  • Lee McCabe | PE Operating partner | Claymore Partners, Alibaba Group, Meta, Expedia
  • Jeff Selig | Agency leader | Overdrive Interactive, d50 Media, The Real Estate Guide

DAY 2

Session 2:

Module 3: Shaping Advanced Attribution Strategy for Brands

Educators: Madan Bharadwaj

Learn how to shape measurement strategy for a brand

  • Marketing Accounting Frameworks
  • Era of triangulation in measurement Shaping measurement strategy for a brand How to ladder complexity to line up with organizational value
  • Typical Measurement infrastructure in data-forward brands | Marketing Accounting Frameworks
  • 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:
How Hair Cuttery is transforming its investment allocation with causal attribution

  • Case study presentation
    Mukta Kasturia | Frac. CMO, Consultant | M-Squared, Asurion, UHS
  • Case study discussion
    Boxin Zhou | Marketing leader | Hair Cuttery, The Great Courses
    Brittany Cappuci | Marketing leader | Hair Cuttery, Chicos, IBM

Case Study:
How Causal Attribution is being used M&A by PE firms to evaluate flywheel economics and assess enterprise valuations for target assets

  • Case Study Presentation
  • Case Study discussion
    Laps Senthilgiri | Strategy Consultant | Apex, eComplete, Newton Europe
    Anthony Scarpaci | Frac. CMO, Growth marketing leader | Acorns, Blue Apron, Nerd Wallet, Dish Network
The invited speakers are subject to change.