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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

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 

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: Campaign Optimization using Advanced Attribution Step-by-step process for Facebook, Google Search and OTT campaigns

Speaker: Allison Lichtenberg | Programmatic media expert | Measured, Collective, Hearst, Accordant Media, Nickelodeon

Module 8: CRM Testing for Retention marketing

Educators: 

• 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

Invited Speaker Session: CMO Playbooks: Operationalizing Advanced Attribution inside an enterprise

Speakers: 

• Steven Ji | Marketing Science leader | Instacart,  Kayak, Hipmunk
• Sharon Shen | Data Science Platforms Expert | Uber, AirBnb, Dropbox, eBay, Merkle, Adobe

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

• 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

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