[LIVE-Jan 2025] 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: JAN 27 & 29 | Mon & Wed | 11:00 AM - 2:30 PM ET / 8:30 PM -12:00 AM IST
$399
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:
- Warren Jolly | CEO | AdQuadrant, Intellitics
- Keary Phillips | CMO | TAG - The Aspen Group, Allstate, Fidelity, Discover, Angie’s list
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
Speakers:
- Lauren Johnston | CMO | Goop, Google, Mattel
- Michael Polin | Growth marketing leader | Instacart, Amazon, Fitbit, Whistle Labs
Educators
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MEET Madan Bharadwaj
Advanced Attribution Expert
Measured, Visual IQ/Nielsen, Nanigans, Dentsu Aegis, Mathworks
The invited speakers have been carried over from the previous masterclass. We will update this page once the schedule for the January masterclass is finalized.