Advanced Attribution Certificate Program

Measuring marketing success requires skill and the appropriate tools to effectively assess the numerous touchpoints that affect customer action.  Measurement and attribution – which is the ability to attribute results from each of those touchpoints and interactions – is a critical step in quantifying the success of your marketing efforts. 

Surprisingly, only 7.1% of marketers are satisfied with their current approach to attribution*. Perhaps this level of satisfaction is due to the challenges of understanding and capturing the behaviors across channels, activities and touchpoints. That is why the ANA has developed a program to help marketers understand the challenging measurement and attribution environment, and what practices should be put in place from an organizational standpoint, in order to achieve effective marketing attribution.

In this certificate program, you will learn about the measurement and attribution landscape, who the players are, what the technology is, and how the marketplace operates.  Faculty will explain different approaches to attribution, and which might be the best fit for your company and environment. You will be guided step-by-step through the methods, challenges, and benefits of effective attribution across multiple devices, people and touchpoints, and discuss what it takes for your organization to be ready to implement an effective measurement program. 

*ANA/DMA Business Report Jan-Jun 2017

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in a comprehensive and in-depth view of measurement and attribution.

Course Outline

Course: Introduction to Measurement & Attribution

Learn the foundations of measurement and attribution – what it is, how it functions, and the different methods and techniques employed. We will also review the benefits and challenges to attribution, as well as explore different approaches to advertising and considerations to keep in mind when identifying your target audience.

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Course: Cross-Device Tracking Approaches

Know the various approaches to tracking information across devices and media channels, so that you can apply these principles to your marketing campaigns and improve overall campaign performance and enhance ROI.

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Course: The Who & What of Measurement & Attribution

In order to understand who the leading providers of attribution and measurement systems are, we need to understand the overall environment in which they operate. Get to know the measurement and attribution landscape, some of the major players providing measurement and attribution services, and what they do.

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Course: Think Like the Customer: Applying Measurement & Attribution

Leverage the ability to think like the customer in order to improve your own measurement and attribution efforts and, ultimately, your brand’s relationship to the customer.

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Course: Measurement Techniques

Review the various techniques used to measure marketing efforts and understand how these techniques are applied and tested. Get familiar with tools like marketing mix modeling, programmatic tools, ad servers, web analytics, data management platforms (DMPs) and more, and understand how the many measurement systems can be prioritized specific to your organization’s marketing efforts in order to best implement the right measurement strategy.

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Course: Implementing Measurement & Attribution in Your Organization

Understand the steps necessary to move towards implementing measurement and attribution in your organization, based on three major considerations: 1) your organization’s culture and business processes; 2) the data assets necessary for proper implementation; and 3) the technology that is used in your measurement and attribution efforts.

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This certificate program includes an assessment and certificate of completion.

Estimated Length of Completion:

Approximately 6 Hours

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Note: When you register for a Certificate or Certification Program you will automatically be registered for all the Courses listed in the Program.  All Courses in the Program will only be available through the Certificate or Certification Program listed in your Enrollments on the learning portal where you access your on-demand training. You will not see the individual Courses listed in your Enrollments on the learning portal, nor will you be able to register for them individually once enrolled in a Certificate or Certification Program that includes them.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $299 Silver Tier $399 Individual $699 Nonmember N/A

Instructors

trainer

Don Hinman

Founder, dhConsulting

Don Hinman is a data -driven marketing consultant. He helps marketers and others understand and utilize marketing data across multiple customer-centric channels. Don is often referred to as “Dr. Data” due to his experience and expertise across the industry in the creation and use of data in data marketing applications.

In the past two years, Don has provided consulting services for a number of organizations.

  • Development of materials and education courses in Data and Audience Management for the Data & Marketing Association (DMA).
  • Establishment of a Data Governance Process for a Services Provider supporting Small to Medium sized Financial Institutions.
  • Created a Chief Data Officer role as well as other data support activities for one of the top Marketing Services Provider.
  • Advised a major Investment Banker in the assessment of the competitive market position of a potential acquisition.
  • Provided Expert Witness advice in an alleged patent infringement case involving data marketing.
  • Provided Expert Witness advice for a Data Provider pursuing possible copyright infringement and unauthorized use of data.

His previous work experience includes:

  • Senior Vice President for Data Strategy for Epsilon Data Solutions (2007-2014). In this role, Don lead the data asset utilization functions for Epsilon’s data products. He previously served as SVP for Products for ICOM and Abacus.
  • Past Chair of the Direct Marketing Association’s Committee on Ethical Business Practices.
  • Former member of the Board of Trustees for Marketing Edge (f/k/a DMEF).
  • Honored with a Silver Apple Award from the Direct Marketing Club of New York (2013). He frequently speaks at conferences and seminars in direct marketing, CRM and database marketing industries.
  • Executive Vice President and Senior Principal for The Allant Group (2005-2007).
  • Group Leader for InfoBase Products at Acxiom Corporation (1994-2005). In that role, he led the product management of Acxiom’s data centric products, including InfoBase consumer and telephone enhancement, list products, and analytic and segmentation products. Don was also the Data Content Group Leader in the Data Division at the Acxiom Corporation.
  • Vice President and Performance Group Manager for National Demographics & Lifestyles Inc. (1984-1994) in Denver, CO, where he was responsible for Product Development, Management and improvement of direct marketing lists and segmentation/modeling services.

Don received his Ph.D. in Mass Communications from Bowling Green State University (Ohio) in 1979.