Attribution Masterclass 4.5h self-paced course

Get exclusive access to the self-paced Attribution Masterclass that we created in recent months. Our main goal is for you to thoroughly understand attribution from a big-picture perspective.

We start with an overview to help you grasp what attribution actually means. We provide insights into what is possible with attribution and what isn't, especially in today's context. We also show you how to combine attribution with your marketing strategy.

We make it clear that there will never be one tool that solves all your attribution challenges. Ultimately, you'll need to develop your own attribution playbook and approaches for different kinds of marketing initiatives.

Then, we delve deep into typical attribution methods. We spend over 60 minutes on classic multi-touch point attribution, focusing on the foundations you need to get right for proper implementation. In our experience, this crucial step is often overlooked.

Next, we explore incrementality and how to test for it. We explain holdout tests, click incrementality, and conversion incrementality. We also examine marketing mix modeling: how it works, why it differs from other attribution models, and its requirements and limitations.

In the final part, we discuss what you can do now. Since there's no single tool to fix everything, we explain how to approach attribution. We talk about local optimization - what you can do where your marketing initiatives are happening, such as on landing pages. We also cover global optimization to help you understand the impact of these initiatives on the bigger picture.

We provide an example roadmap and actionable items that you can implement immediately. After watching the over five hours of content, we hope you'll have a much better understanding of what's possible with attribution and what isn't. This knowledge will help you make more informed decisions on how to approach attribution in your company.