Russell McAthy – Attribution

Russell McAthy – Attribution

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Description

Businesses have a lot of marketing data but are not getting enough value from it. This course will help the students understand what data they have and how to understand consumer behavior to drive value for organizations moving forward.

This course will guide the student to what data they could/should have, how they get value from the data, what attribution is, how to communicate and use attribution to get business value.
Introduction video (2 minutes)
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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.
Undertstand 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.