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.

In partnership with Donald P. Hinman, Ph.D, ANA faculty and founder, dh Consulting.

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. Note: The additional courses in this series will be available in quarter one 2019.

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, but no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in marketing ROI and attribution.

Course Outline

Lesson 1: Defining the Business Value of Attribution

    • The Importance of Marketing Measurement
    • The Evolution of Marketing
    • Self-Paced Exercise

Lesson 2: Attribution Methods, Benefits and Challenges

    • Attribution Methods
    • Attribution Benefits & Challenges
    • Self-Paced Exercise

Lesson 3: Approaches to Advertising

    • The Science of Advanced Attribution
    • Understanding the Purpose of Advertising and the Audience Reached
    • 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.

Download the full benefits here

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 $149 Nonmember $149



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.