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.