[LIVE-Aug 2024] Masterclass in Advanced Attribution for Wingman Program

An exclusive Masterclass from Top Experts in Advanced Attribution broken down into 6 sessions of experiential learning and hands-on approach to applying Attribution. Advanced Attribution Professional Certification and enrollment into Wingman Program post attending Masterclass.

Dates: Aug-26 to Sep-6 Mon-Wed-Fri | 11:00 AM - 2:30 PM ET / 8:30 PM -12:00 PM IST

    We are glad to offer you Scholarship of 70% for this Masterclass.



    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 Speakers: Creating and operating the marketing flywheel using incrementality 


    • Dave Lokes | CMO | Oriental Trading Company, Foot Locker, Champs Sports
    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

    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: Marketing Mix Modeling Deep Dive

    Educators: Madan Bharadwaj, Dr.Payman Sadegh, Mari Subramanian 

    Learn about MMM fundamentals and how to apply them to marketing decisions. 

    • MMM fundamentals | Recent advances in MMM tech | Agile marketing mix modeling process
    • Evaluating strength of brand using Full funnel MMM
    • Real-life Case Study: Using MMMs as part of Advanced Attribution for Rappi
    Module 8: CRM Testing for Retention marketing


    • 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


    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


    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


    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