March 2025: Comprehensive Masterclass

A live and exclusive Masterclass from top experts in advanced attribution broken down into 6 sessions of experimental learning and hands-on approach to applying attribution in your industry. 

Format: Live instructor-led classes

Lecture : March 24, 26 & 28 - 11h00 - 14h30 EST

Workshop : March 31, APR 2 & 4 - 11h00 - 13h00 EST

$999

March 2025: Comprehensive 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

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: 

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: 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

WORKSHOP DAY 1

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

WORKSHOP DAY 2

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

WORKSHOP DAY 3

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
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.