[LIVE] M^2 Masterclass February 2024

This course contains the Advanced Attribution Masterclass curriculum and the presentations that would be used in the class

[LIVE] M^2 Masterclass February 2024


Course Content

Course Preview


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


  • Colette Dill-Lerner | CMO | Guthy-Renker, Popsugar, Tempo, Operating Partner in PE firms
  • Lee Beale | Agency Veteran Leader | Cross Media, Annalect/Omnicom, GlaxoSmithKline, Reckitt Benckiser


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 Speakers: Creating and operating the marketing flywheel using incrementality 


  • Dave Lokes | CMO | Oriental Trading Company, Foot Locker, Champs Sports
Invited Speaker Session: CMO playbooks: How to communicate marketing’s contribution to board and exec team


  • Laura Joukovski | CEO, CMO | TechStyle, Levis Strauss, Ruggable, JustFab, DFTBA
  • Keary Phillips | CMO | TAG - The Aspen Group, Allstate, Fidelity, Discover, Angie’s list


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: Marketing Mix Modeling Deep Dive

Educators: Madan Bharadwaj, Dr.Payman Sadegh, Mari Subramanian 

Learn about MMM fundamentals and how to apply them to marketing decisions. 

  • MMM fundamentals | Recent advances in MMM tech | Agile marketing mix modeling process
  • Evaluating strength of brand using Full funnel MMM
  • Real-life Case Study: Using MMMs as part of Advanced Attribution for Rappi
Module 8: CRM Testing for Retention marketing


  • 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


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, 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


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


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Invited Speakers

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Masterclass : Scheduled Sessions

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