The Who & What of Measurement & Attribution | School of Marketing | ANA

The Who & What of Measurement & Attribution

As a “connected society” in which we see advertisements and information about products and services from many sources, marketers need to be able to attribute actions to each of the touchpoints in which we connect with consumers. Attribution is the practice of using advanced statistical approaches to allocate proportional credit to those touchpoints and media activity across all channels, which ultimately leads to the desired customer action. How can marketers know which techniques are required and what services are being provided in this expanding ecosystem?

This course is the third 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 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 the landscape and providers of measurement and attribution.

Course Outline

Lesson 1: Martech and Adtech

    • Defining Attribution
    • The Marketing Technology Landscape
    • Selecting Your Vendors
    • Self-Paced Exercise

Lesson 2: Metrics and Reporting

    • Digital Intelligence Platforms
    • Implementing Measurement

Lesson 3: Assessing Your Media Mix

    • The Marriage of Marketing Mix Modeling and Multi-Touch Attribution
    • Summary: Top Attribution Systems
    • 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