DMA: Data and Marketing Association
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Course Details

Measurement and Attribution

Solidify your marketing attribution efforts in an omnichannel world. Know the latest in cross device tracking, connecting offline behavior to online activity, paid/owned/earned media, and more.

$599 non-members $999

There are currently no classes scheduled. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Solidify your foundational knowledge about the history of measurement and attribution and assess its future trends and aspirations in this course. Understand the latest in cross device tracking, connecting offline behavior to online activity, and paid/owned/earned media – while learning the tools and techniques used to measure attribution. Connect what you already know about relevant industry activities to your own organizational readiness for starting/improving such activities.

After attending this course students will be able to:

  • Define the business value of measurement and attribution practices
  • Recognize the distinguishing characteristics of organizational readiness for measurement and attribution activities
  • Identify these characteristics in your own organization and use them to assess your company’s organizational readiness for measurement and attribution activities
  • Assess the performance of marketing channels using fundamental attribution techniques
  • Recognize the similarities and differences between readily-available and proprietary online attribution tools
  • Conduct an attribution analysis of a sample data set to determine recommended media allocation


Don Hinman
Data Driven Marketing Consultant Read Biography »

Day One

Overview & Introduction

  • Context/the need for measurement and attribution (attribution modeling?)
  • How we got here (historical stages of measurement and attribution)
  • Current state of the art for attribution modeling

Emerging Online Trends (What does the future look like?)

  • Holy Grail: Cross Device tracking
  • Connecting Offline activity with Online activity
  • Increasing power of the human being channel
  • What does “good” look like?

Attribution Techniques (what you know now)

  • Paid, Owned, and Earned media overview
  • Overview of Demand-Side-Platforms (DSP’s)
  • First Touch, Last Touch, Fractional Touch
  • Differentiate the ability to measure something and the reasoning principles behind your attribution activities

Use Cases

  • Use Case: Macy’s omnichannel approach
  • Aligning attribution to the customer decision journey

Incorporating critical thinking (how to deal with ambiguity)

  • Drawing reasonable inferences in the absence of 100% data
  • All buyers have their own customized decision journey

Assessing organizational readiness for measurement and attribution activities


Day Two

Types of Modeling

  • Correlation Analysis
  • Linear Regression Modeling
  • Sampling and Confidence Intervals
  • Hands-on activities with Excel

Online attribution tools

  • Google Analytics
  • SiteCatalyst
  • WebTrends

Attribution Work Session – Business Challenge: How to allocation 2017 budget based on 2016 results

  • Class media assessment
  • Class media recommendation

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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