March 2025: Executive Masterclass

Watch here for a Free preview of Masterclass

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