Measurement Techniques | School of Marketing | ANA

Measurement Techniques

In this course, we will look at the various techniques used to measure marketing efforts and will focus on how these techniques are applied and tested in order to maximize the impact of your marketing efforts. We first need to grasp what types of analytic tools are available, and will cover tools like marketing mix modeling, programmatic tools, ad servers, web analytics, data management platforms (DMPs) and more. Having many measurement systems can also generate dozens and dozens of statistics and reports, which can lead to analysis paralysis. Thus, we will also discuss what is the important criteria for your organization’s marketing efforts in order to best prioritize what you are measuring and what (and how) you are testing.  Once you’ve taken these important steps, you can then make a better decision to develop and implement the right measurement strategy.

This course is the fifth 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.

Learning Experience

This is a video-based, lecture format course with no interactivity. It provides real-world practitioner-led learning. Active course participation is limited 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 learning various techniques to measure marketing, as well as how they are applied and tested.

Course Outline

Lesson 1: Aspects of Marketing Measurement

    • Analytics Tools
    • Key Steps in Marketing Measurement
    • Testing
    • Self-Paced Exercise

Lesson 2: Components of Measurement for Attribution (Part I)

    • Test Analysis/Confidence Intervals
    • The Central Limit Theorem
    • Confidence Intervals
    • A Single Test Response Rate
    • Self-Paced Exercise

Lesson 3: Components of Measurement for Attribution (Part II)

    • A Culture of Testing
    • Marketing Mix Modeling
    • Modeling
    • 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 $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.