Introduction to Measurement & Attribution | School of Marketing | ANA

Introduction to Measurement & Attribution

Measuring marketing success requires skill and the appropriate tools to effectively assess the numerous touchpoints that affect customer action.  Measurement 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. 

The most important objective of attribution is to optimize the customer’s journey.  Such a journey will vary based on the type of customer and the various media channels which the customer encounters.  In fact, there are probably as many “journeys” as there are customers.  In order to understand how a customer makes a decision, and then deliver the experiences necessary that engage the customer across channels, measurement and attribution techniques must be employed in order to best track these journeys.

In this course, you will 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.

This course is the first 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 limited interactivity. It provides real-world practitioner-led learning. Active course participation is limited and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

    • All those interested in a comprehensive and in-depth view of measurement and attribution
    • Primary audience is junior- to middle-level marketers interested in learning the foundations, benefits, and challenges of measurement and attribution
    • Secondary audience is senior-level marketers looking for a refresher in measurement and attribution

Course Outline

  1. Define the business value of attribution
  2. Understand attribution methods, benefits, and challenges
  3. Learn the different approaches to advertising and the various media channels used by marketers

Find out what you will learn in this course in the video below.

Estimated Length of Completion

Approximately 70 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

This course was last redesigned on October 6, 2022.

Registration Pricing

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