Implementing Measurement & Attribution in Your Organization | School of Marketing | ANA

Implementing Measurement & Attribution in Your Organization

In this course, we will discuss the steps necessary to move toward implementing measurement and attribution in your organization. In order to be prepared for success, we will focus 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.

Implementing measurement and attribution more than likely requires an effective change management process within your organization.  Some companies handle change well and use good processes, while others struggle with managing change. Join us as we dissect the key components your organization will need to have in place in order to properly implement an effective attribution plan.

This course is the sixth in a six-part series entitled: “Advanced Attribution.”  This course can be taken either as a stand-alone course or as part of the series. Powered by Marist.

Learning Experience

This is a video-based, lecture format course with no interactivity. It provides real-world practitioner-led learning. Active course participation is minimal and includes assessments, activities, and resources/tools, but no knowledge checks.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in implementing measurement and attribution in their organization.

Course Outline

Lesson 1: Considerations for Implementation

    • What’s Occupying Marketers’ Attentions Today
    • Steps to Implementing Cross Channel Attribution Measurement
    • Change Management
    • Self-Paced Exercise: Culture & Business Process

 Lesson 2: Elements for Success

    • Eight Necessary Elements of Success
    • Defining Types of Data
    • Self-Paced Exercise: Data Assets

 Lesson 3: Components of Effective Implementation

    • Measurement Tool Support Questions to Ask of Yourself/Your Organization
    • Marketing Measurement and Insights Road Map
    • Gartner Analytics Maturity Model
    • Marketing Technology Landscape
    • Marketing, Analytics, Performance & Attribution
    • Components Impacting Data-Driven Attribution
    • Self-Paced Exercise: Technology
    • Closing

Estimated Length of Completion

Approximately 60 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

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Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $99 Nonmember $99



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.