Attribution: Principles
Ready to maximise the return on your marketing spend?
Drive better outcomes through a foundational understanding of attribution and the way organisations and connect multiple data points to evaluate marketing activities.
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.
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Insights into the benefits of attribution across different levels of a business
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Detailed breakdowns of the pros and cons of different attribution methods
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Expert tips on making the most of attribution, and tips on where to start
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A certificate to publicly promote your new knowledge and skills
Course curriculum
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Module 2 Introduction
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Defining Attribution
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Types of Attribution
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History of Attribution
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Attribution Concepts and Terms
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Module 2 Summary
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Module 3 Introduction
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Multi-Touch Attribution
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MMM (Marketing and Media)
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Walled-Gardens
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Incrementality Measurement
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Free Download: Attribution Model Cheat Sheet
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Expert Insights: Distraction in Attribution
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Expert Insights: Attribution in the Organisation
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Module 3 Summary
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Module 4 Introduction
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Attribution Maturity
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Data Quality
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Expert Insights: Combining Attribution Models
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Expert Insights: Developing Attribution Capability
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Expert Insights: The Future of Attribution
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Next Steps
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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
[email protected]
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.