Description

Develop a practical understanding of marketing attribution and measurement from a data science perspective. This coaching package is designed for data scientists, analysts, and marketing analytics professionals who work with or want to deepen their knowledge of attribution, media effectiveness, and marketing measurement. Depending on your goals, we can work on: • Multi-Touch Attribution (MTA) concepts and modeling approaches • Marketing Mix Modeling (MMM) and incrementality • Choosing between spend, impressions, clicks, conversions, and other media inputs • Evaluating channel performance and ROAS • Understanding attribution bias and limitations of user-level tracking • Model validation, backtesting, and robustness checks • Reconciling MMM, MTA, platform-reported attribution, and business KPIs • Handling paid and non-digital channels such as TV, offline media, and brand activity • Forecasting and budget-allocation use cases • Communicating attribution results to marketing and business stakeholders • Reviewing real-world measurement frameworks, model outputs, or project designs Sessions are tailored to your current role, technical background, and business context. The goal is not just to explain attribution theory, but to help you reason through the trade-offs, assumptions, and implementation decisions that arise in real-world marketing measurement. This package is especially useful for professionals working in Marketing Data Science, Growth Analytics, Product Analytics, Performance Marketing, or Marketing Measurement. We can also use your own anonymized business problem, model design, or measurement setup as the basis for the sessions.