Marketing Measurement: from Attribution to Incrementality

Unlock Attribution, Incrementality Testing, Marketing Mix Modeling, and Budget Optimization for Smarter Digital Campaign

What you'll learn
- How to Measure Marketing Campaign / Channel Effectiveness
- How to Allocate Budget Across Different Campaign / Channels
- How to Optimize Marketing Channel Based on Measurement
- Fundamentals of Marketing Measurement and Analytics
- Master Marketing Attribution Measurement (Different Types, SAN, MMP, etc.)
- Master Incrementality Measurement (Conversion Lift Test, GeoLift Test, etc.)
- Design and Evaluate Comprehensive Measurement Plans
- Develop data-driven Budgeting and Optimization Strategies (MMM, Attribution, Incrementality etc.)
- Adapt Measurement Strategies for a Privacy-first and AI-driven Future

Requirements
- No prior marketing or analytics experience is required!
- Curiosity and willingness to learn

Description
Are you ready to turn your marketing data into real business results?Marketing Measurement: from Attribution to Incrementalityis the ultimate beginner-to-intermediate course designed to help you master the essential concepts, proven real-world frameworks, and actionable strategies behind today’s most effective measurement systems from frontline marketing measurement expert at global tech giant.

What sets this course apart?You’ll gain hands-on, scenario-based training in all the critical areas:

Attribution: Learn the differences between SAN, MMP, and custom attribution models, and how to use them for campaign optimization and cross-channel analysis.

Incrementality: Understand why incrementality is the gold standard for true impact measurement, and get practical with GeoLift, Conversion Lift, Brand Lift, and Marketing Mix Modeling (MMM).

Marketing Mix Modeling (MMM): Discover how to blend historical data, channel performance, and statistical modeling for smarter macro-level decisions—even in a privacy-first, cookieless world.

Budgeting with Measurement: Apply measurement insights to real-world budgeting, using cost curves, marginal ROI, and scenario planning to maximize every marketing dollar.

You’ll also get a forward-looking perspective ondata privacy, global regulations, and the rise of AI in analytics—ensuring you’re ready for the next wave of industry change.

Who should enroll?

Digital marketers and growth professionalsseeking to master advanced measurement and attribution techniques.

Marketing analysts and media buyerswho want to improve campaign optimization and ROI reporting.

Start-up founders and business ownersaiming to build data-driven marketing strategies.

Product managers and agency professionalscollaborating with marketing teams on performance measurement.

Marketing students and career changerslooking for practical, in-demand analytics skills.

With expert-led video lectures, downloadable templates, quizzes, and real case studies, you’ll finish this course able to build your own measurement plan, choose the right models and tests, and confidently optimize your marketing investments.

Future-proof your marketing skills—enroll now and transform how you measure success!

Who this course is for:
- Aspiring marketers, analysts and students curious about how data and analytics drive marketing success.
- Beginner and early-career marketing professionals who want to build a strong foundation in digital marketing measurement.
- Entrepreneurs and business owners aiming to understand what’s working (and what isn’t) in their digital marketing efforts.
- Product managers, growth hackers, and startup teams looking to make smarter, data-driven marketing decisions.
- Anyone interested in marketing measurement & analytics—no prior experience required!
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