Drive success with insights

Empower your strategy by developing attribution capabilities to effectively evaluate marketing activities

What you'll learn

  • Dive into Data Analytics

    Focus on the importance of exploring data to uncover insights in the attribution process.

  • Attribution Methods

    Understand the different attribution methods and when each is most appropriate for your business.

  • Data-Driven Narratives

    Highlight the skill of turning data into compelling narratives that reveal the journey to business outcomes.

What you'll get

After completing this course you won't just have watched some videos, you'll have real skills and tools you can use in your current or future roles.

  • Insights into the benefits of attribution across different levels of a business

  • Detailed breakdowns of the pros and cons of different attribution methods

  • Expert tips on making the most of attribution, and tips on where to start

  • A certificate to publicly promote your new knowledge and skills

Course curriculum

    1. Module 2 Introduction

    2. Defining Attribution

    3. Types of Attribution

    4. History of Attribution

    5. Attribution Concepts and Terms

    6. Module 2 Summary

    1. Module 3 Introduction

    2. Multi-Touch Attribution

    3. MMM (Marketing and Media)

    4. Walled-Gardens

    5. Incrementality Measurement

    6. Free Download: Attribution Model Cheat Sheet

    7. Expert Insights: Distraction in Attribution

    8. Expert Insights: Attribution in the Organisation

    9. Module 3 Summary

    1. Module 4 Introduction

    2. Attribution Maturity

    3. Data Quality

    4. Expert Insights: Combining Attribution Models

    5. Expert Insights: Developing Attribution Capability

    6. Expert Insights: The Future of Attribution

    7. Next Steps

About this course

  • 30 lessons
  • Expert Interviews

Meet your instructors

Kate Cook

Head of Analytics at The Lumery

Kate is a puzzle-loving data geek who jumped the fence from specialist and generalist and back again. Cutting her teeth collecting scout badges across search, social media, content marketing, email automation and CRO, Kate as the Head of Analytics at The Lumery now combines her breadth of omnichannel experience to help marketers unearth customer insights and attribute the impact of their strategies.

Jason Pallant

Director of Knowledge Enablement at The Lumery

Dr Jason Pallant is Director of Knowledge Enablement at The Lumery and a Senior Lecturer at RMIT University. He has a PhD in Marketing and over a decade experience researching and consulting on delivering exceptional customer experience through technology. As the instructor of these courses, Jason combines his topic expertise with extensive experience teaching postgraduate and professional levels audiences while also drawing on interviews with subject matter experts.

Use data to drive impact