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

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