[LIVE -Aug 2024] Advanced Attribution Crash Course for Executives

A crash course in Advanced Attribution broken down into 2 sessions aptly designed for executives. 

Format: Live instructor-led classes

    Dates: Aug 26 & Aug 28 | Mon & Wed | 11:00 AM - 2:30 PM ET / 8:30 PM -12:00 AM IST


    Course Content

    Course Preview

    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


    • Colette Dill-Lerner | CMO | Guthy-Renker, Popsugar, Tempo, Operating Partner in PE firms
    • Lee Beale | Agency Veteran Leader | Cross Media, Annalect/Omnicom, GlaxoSmithKline, Reckitt Benckiser

    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
    Invited Speaker Session: CMO playbooks: How to communicate marketing’s contribution to board and exec team
    • Laura Joukovski | CEO, CMO | TechStyle, Levis Strauss, Ruggable, JustFab, DFTBA
    • Keary Phillips | CMO | TAG - The Aspen Group, Allstate, Fidelity, Discover, Angie’s list
    Invited Speakers: Creating and operating the marketing flywheel using incrementality 
    • Speakers: Dave Lokes | CMO | Oriental Trading Company, Foot Locker, Champs Sports


    Invited Speakers

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    Masterclass : Scheduled Sessions

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