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.