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Become great at Attribution

Attribution makes your marketing work

After taking this course, you’ll…
Identify the nuances of attribution across different marketing channels.
Know the pros and cons of different attribution model types and how businesses use them
Gain an understanding of all the possible data sources that are required and can be used to do attribution.
Understand your customers in the context of how you run your business.
Know which data questions to ask, whether internally or with vendors.
Here’s what Russell will teach you…

Attribution is about understanding TRUE consumer behavior

Attribution is more than just a buzzword – it needs to become the way you do business, understand performance, manage campaigns and workloads. Attribution in short is understanding consumers so that we make smarter decisions.

Attribution is a discipline. Econsultancy reported in 2018 that less than a one third of businesses are using a defined attribution business model and that 43% of companies claim “measuring ROI” as a top marketing challenge. Attribution’s challenges go beyond digital. Russell will use real world offline examples to illustrate how attribution is tied between the offline and online experience. Both B2B and B2C examples and tacts are presented in this course.

This course is essential for you if …
You have no attribution strategy
are looking to make more informed business decisions
want to align attribution to your business goals for better ROI.
This course is NOT for you if…
all your marketing channels have clear attribution
you do not have a robust set of consumer data
are looking for vanity metrics