[LIVE] M^2 Masterclass February 2024

Watch here for a Free preview of Masterclass

Executive 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:

Speakers: 

• Anita Patil-Sayed | Analytics leader, Agency Veteran | Dentsu, Canvas WW, WPP
• Mark Fiske | PE Operating partner | HIG Capital, Credit Karma, Gap, Ancestry
• Stephen Favrot | CMO, Go-to-market leader | Walmart, HP, Tonal, Vivino

Executive 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:

• Daniel Pitluck | Marketing leader | Parachute Home
• David Yin | Consumer Insights Expert | Ancestry, Fitbit, Eventbrite
• Katie Reed | Frac. CMO, Consultant | Casper, M^2, Society6, Saatchi Art, Time
• Mary Maijer | CRO, MedTech Veteran | St. Jude Medical, Vomaris, Covidien
• Michael Nagel | CEO, MedTech Veteran | Vomaris, Abott, NeoMend

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: CRM Testing for Retention marketing

Educators: 

• Arun Rajagopalan | Measurement Technologist | Measured, Wealth Engine
• Cara Manion | CRM Measurement expert | Measured, Oracle, Sports Authority, Retail marketer
• 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:

• Sam Nam | CMO | Redbubble, Digital Room, Imperfect Foods

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: Rahul Nair

• 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

Educators: Shivank Pant

Learn hands-on analyst skills around triangulation

• Triangulation concepts deep dive | Triangulation demo | Triangulation case study

Invited Speaker:

• Neil Desai | Measurement Consultant | M^2, Amazon, PillPack, Precision Nutrition

Workshop: Data Governance

Educators: Nikhil Wanpal

Learn analyst skills around Data Governance

• Governance | Measurement governance and Multiplier management | Data governance 

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