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.
Registration Pricing
| Client-Side Tier | Platinum Tier | Gold Tier | Silver Tier | Individual | Nonmember | ||||
|---|---|---|---|---|---|---|---|---|---|
| Registration | |||||||||
| Registration | Client-Side Tier $0 | Platinum Tier $0 | Gold Tier $49 | Silver Tier $79 | Individual $99 | Nonmember $99 | |||
Instructors
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.