[LIVE-Oct 2024] Masterclass in Advanced Attribution

An exclusive Masterclass from Top Experts in Advanced Attribution broken down into 6 sessions of experiential learning and hands-on approach to applying Attribution at your job.

Format: Live instructor-led classes

Lecture : Oct 28, 30, Nov 1 - 11h00 - 14h30 EST | 20h30 - 00h00 IST

Workshop : Nov 4, 6, 8 - 11 - 11h00 - 13h00 EST | 21h30 - 23h30 IST

[LIVE-Oct 2024] Masterclass in Advanced Attribution

Course Content

DAY 1

Session 1:

Module 1: Advanced Attribution Foundations

Educators: Madan Bharadwaj

Learn about foundations of advanced attribution

  • Attribution basics | History of advanced attribution | State of Attribution - 2025 | Introduction to Advanced marketing measurement 
  • Better Decisions vs Better Measurement | Understanding the Decision Matrix
  • Taxonomy | Solution Architecture 
  • Heterogeneity in Attribution landscape today
  • Case for Triangulation
  • 2-3 Case studies

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 Brand and Agency Leaders use data along with intuition to shape media strategy

Speakers: 

  • Dave Lokes | Veteran Retail CMO | Oriental Trading Company, Foot Locker, Champs Sports
  • Lee McCabe | PE Operating partner | Claymore Partners, Alibaba Group, Meta, Expedia
  • Jeff Selig | Agency leader | Overdrive Interactive, d50 Media, The Real Estate Guide

DAY 2

Session 2:

Module 3: Shaping Advanced Attribution Strategy for Brands

Educators: Madan Bharadwaj

Learn how to shape measurement strategy for a brand

  • Marketing Accounting Frameworks
  • Era of triangulation in measurement Shaping measurement strategy for a brand How to ladder complexity to line up with organizational value
  • Typical Measurement infrastructure in data-forward brands | Marketing Accounting Frameworks
  • 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

Case Study:
How Hair Cuttery is transforming its investment allocation with causal attribution

  • Case study presentation
    Mukta Kasturia | Frac. CMO, Consultant | M-Squared, Asurion, UHS
  • Case study discussion
    Boxin Zhou | Marketing leader | Hair Cuttery, The Great Courses
    Brittany Cappuci | Marketing leader | Hair Cuttery, Chicos, IBM

Case Study:
How Causal Attribution is being used M&A by PE firms to evaluate flywheel economics and assess enterprise valuations for target assets

  • Case Study Presentation
  • Case Study discussion
    Laps Senthilgiri | Strategy Consultant | Apex, eComplete, Newton Europe
    Anthony Scarpaci | Frac. CMO, Growth marketing leader | Acorns, Blue Apron, Nerd Wallet, Dish Network
The invited speakers are subject to change.

Invited Speakers

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Masterclass : Scheduled Sessions

  • Self-Paced Advanced Attribution Professional Certification

    Self-Paced Advanced Attribution Professional Certification

    Self-Paced Advanced Attribution Professional Certification

    Gain recognition as a Marketing Attribution Expert, regardless of your experience level. Our self-paced certification is suitable for both seasoned professionals and newcomers who have just honed their skills. Show the world your expertise in Marketing Attribution with this certification.

    $299 USD
    $299 USD
  • September 2025: Executive Masterclass - ONLINE EDITION

    September 2025: Executive Masterclass - ONLINE EDITION

    September 2025: Executive Masterclass - ONLINE EDITION

    LIVE Advanced Attribution Course:
    Purpose-built for decision-makers ready to master data-driven marketing in today’s complex landscape. Broken down into 2 sessions over 2 days, this masterclass dives deep into the high-level topics and real-world complexities driving modern marketing. From strategic frameworks to tactical execution, you’ll stay ahead of the curve and sharpen your approach to what actually works.


    Who Is It For:
    Marketers, analytics professionals, data scientists, and anybody who is seeking a concise yet thorough understanding of Advanced Attribution. Hands-on professionals working daily with data.


    What To Expect:
    Insights from industry leaders through exclusive speaker sessions. We dive into the fundamentals of Advanced Attribution, taught using relevant and extensive sets of case studies. Speak to the professionals, ask questions, engage and make real connections with both the boots on the ground and the brands we work with.


    In The Calendar: 
    Online Live instructor-led classes.

     September 4 & 5 • 1100 - 1430 EST

    $399 USD
    $399 USD
  • September 2025: Executive Masterclass - In Person

    September 2025: Executive Masterclass - In Person

    September 2025: Executive Masterclass - In Person

    Built for decision-makers ready to rethink marketing measurement in today’s evolving landscape. For the first time ever, we’re hosting this experience live — bringing together in-person energy. In just one immersive session, we’ll unpack the complexities of attribution through strategic discussions, expert panels, and collaborative exercises that challenge conventional thinking and sharpen decision-making.


    Who is it for:
    Marketers, analytics professionals, data scientists, and hands-on practitioners working with data who seek a sharp, actionable understanding of Advanced Attribution.


    What to expect:
    Insights from leading experts through live speaker sessions, real-world case studies, and focused discussion around the most complex marketing questions. Engage with fellow professionals, ask the tough questions, and connect directly with brand-side and agency-side thinkers shaping the future of measurement.


    In The Calendar: 
    In Person — Join us in Boston for a live instructor-led masterclass with both in-person and virtual participation

    Seaport Boston Hotel • September 8 • 1030 – 1700 EST

    $2,999 USD
    $2,999 USD
  • November 2025: Executive Masterclass

    November 2025: Executive Masterclass

    November 2025: Executive Masterclass

    Live advanced attribution crash course broken down into 2 sessions over the course of 2 days, aptly designed for Executives. 


    Who is it for: Marketers, analytics professionals, data scientists, and anybody who is seeking a concise yet thorough understanding of Advanced Attribution.


    What to expect: Insights from industry leaders through exclusive speaker sessions. We dive into the fundamentals of Advanced Attribution, taught using relevant and extensive sets of case studies.


    Format: Live instructor-led classes

    Lecture: 3 & 5th Nov

     

    $399 USD
    $399 USD
  • November 2025: Comprehensive Masterclass

    November 2025: Comprehensive Masterclass

    November 2025: Comprehensive Masterclass

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

     

    Who is it for: Hands-on professionals working daily with data.

     

    What to expect: Everything in the executive track is included in this comprehensive track, plus advanced technical training on tools and methodologies for solving attribution challenges.

     

    Format: Live instructor-led classes

     

    Lecture:  3, 5 & 7th Nov


    Workshop:  10, 12 & 14th Nov

    $999 USD
    $999 USD
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