ONLINE MICROCLASS

Measurement & Attribution 

Created in association with:

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ONLINE MICROCLASS

Measurement & Attribution 

Created in association with:

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About the Microclass

For the first time in an online microclass, Benjamin Royon, Marketing Science Partner at Facebook and Alexandra Darmon, Head of Data Science Research at Fospha Marketing, an independent attribution and data science company, are sharing their knowledge on marketing measurement and attribution. 

In this free online class, Benjamin and Alexandra reveal the different trends that have impacted digital marketing over time. They discuss the challenges faced when building an effective attribution solution and how marketing activity can be attributed to conversions. This microclass will cover multi-touch attribution (MTA) highlighting its benefits and limitations as well as the importance of data collection in path to purchase analysis. 

We'll also cover the different models that can be implemented and explain how MTA can be validated through Marketing Mix Modeling (MMM) and experiments.

By the end of this microclass, you will be able to: 

  • Recognize the different attribution models and understand how they work.
  • Understand the recent changes in the attribution landscape.
  • Identify the different types of approaches and solutions for measurement.
  • Recognize the main challenges and benefits of attribution.
  • Identify the types of data required for attribution.
  • Understand the different attribution models.
  • Recognize the advantages of using a data driven model compared to a standard MTA model.
  • Understand how Experiments, MTA and MMM can work together.
  • Recognize the challenges that clients face with attribution implementation and learn how to overcome them.

100% Online

Enroll anytime and learn at your own pace 

Duration

Approximately 60 minutes to complete the course 

Language

English

Pre-requisites

Basic knowledge of digital marketing

15+ Micro Lectures

 This microclass is like an interactive textbook with video lectures, quizzes and reading materials

Collaborate 

Connect with other students in your class and get feedback from peers and industry experts 

Lectures Covered

  • The multi-screen consumer
  • Recent changes in the attribution landscape 
  • Overview of different types of approaches  
  • Overview of different solutions
  • Main challenges & benefits of attribution  
  • Data & models
  • Multi-Touch Attribution (MTA)
  • Data driven MTA  
  • Data driven model vs. standard MTA model
  • Experimentation and calibration of models  
  • Practical considerations
  • Case studies  

Instructors

Benjamin Portrait

Benjamin Royon

CURRENT POSITION  

Marketing Science Partner - Northern Europe, Facebook

At Facebook, Benjamin partners with marketers to drive business impact with an approach grounded in marketing analytics and measurement. 

PAST POSITION  

Data Analyst, fifty-fifty

fifty-five is a data agency. At fifty-five, Benjamin drove media performance across verticals such as Financial Service and Entertainment, through A/B testing and multi-touch attribution.

AREA OF EXPERTISE  

  • Marketing Attribution
  • Experimental Design
  • Causal Inference
  • Meta-analysis
Alex Darmon

Alexandra Darmon

CURRENT POSITION  

Head of Data Science Research, Fospha Marketing

Alexandra leads the research team with a focus on marketing measurement. She built and optimized Fospha’s Multi-Touchpoint Attribution (MTA) product using advanced Markov Chain theory and hidden Markov models. Using ‘linear regression’ and ‘casual models’ to build the Marketing Mix Modeling (MMM) product.

PAST POSITION  

Data Scientist, Researcher

Researcher is a research discovery platform that connects the world’s 14 million researchers and academics with the most relevant and timely research. Alexandra was part of the founding team, she designed and developed the recommendation engine for the app providing personalized articles using sophisticated Natural Language Processing (NLP) techniques.

AREA OF EXPERTISE  

  • Marketing Science
  • Data Science
  • Natural Language Processing (NLP)
  • Math Modeling
  • Data Engineering

Instructors

Benjamin Portrait

Benjamin Royon

CURRENT POSITION  

Marketing Science Partner - Northern Europe, Facebook  

At Facebook, Benjamin partners with marketers to drive business impact with an approach grounded in marketing analytics and measurement. 

PAST POSITION  

Data Analyst, fifty-fifty  

fifty-five is a data agency. At fifty-five, Benjamin drove media performance across verticals such as Financial Service and Entertainment, through A/B testing and multi-touch attribution.

AREA OF EXPERTISE  

  • Marketing Attribution
  • Experimental Design
  • Causal Inference
  • Meta-analysis
Alex Darmon

Alexandra Darmon

CURRENT POSITION  

Head of Data Science Research, Fospha Marketing  

Alexandra leads the research team with a focus on marketing measurement. She built and optimized Fospha’s Multi-Touchpoint Attribution (MTA) product using advanced Markov Chain theory and hidden Markov models. Using ‘linear regression’ and ‘casual models’ to build the Marketing Mix Modeling (MMM) product.

PAST POSITION  

Data Scientist, Researcher  

Researcher is a research discovery platform that connects the world’s 14 million researchers and academics with the most relevant and timely research. Alexandra was part of the founding team, she designed and developed the recommendation engine for the app providing personalized articles using sophisticated Natural Language Processing (NLP) techniques.

AREA OF EXPERTISE  

  • Marketing Science
  • Data Science
  • Natural Language Processing (NLP)
  • Math Modeling
  • Data Engineering

Guest Speakers

Albert Treatwell

Albert Abello Lozano

Global Head of Marketing Automation, Treatwell

Treatwell is the largest marketplace for hair and beauty in Europe covering 11 markets and listing more than 25,000 salons in their system. Albert's team is responsible for supporting operational and marketing teams in technology, measurement, attribution, testing and driving growth through automated CRM customer retention.

Andrew Strain

Andrew Strain

Director of Digital & Direct Revenue, No1 Lounges

No1 Lounges is a premium, independent airport lounge brand, with operations in Gatwick, Heathrow, Birmingham & Edinburgh. Andrew is responsible for direct B2C revenue streams, delivering online growth and profitability as well as owning the digital strategy for the business. 

Guest Speakers

Albert Treatwell

Albert Abello Lozano

Global Head of Marketing Automation, Treatwell  

Treatwell is the largest marketplace for hair and beauty in Europe covering 11 markets and listing more than 25,000 salons in their system. Albert's team is responsible for supporting operational and marketing teams in technology, measurement, attribution, testing and driving growth through automated CRM customer retention.

Andrew Strain

Andrew Strain

Director of Digital & Direct Revenue, No1 Lounges  

No1 Lounges is a premium, independent airport lounge brand, with operations in Gatwick, Heathrow, Birmingham & Edinburgh. Andrew is responsible for direct B2C revenue streams, delivering online growth and profitability as well as owning the digital strategy for the business. 

Frequently Asked Questions

When will I have access to the course?

You’ll have access to all videos, quizzes, and assessments (if applicable) within a few business days of registering for the class. We'll send you a welcome email with the registration details on your registered email account.

Will I get a certificate?

Currently, we don't offer an official certificate of completion for our classes, but we do send course completion emails to students who've completed all learning materials within the masterclass.

What is the course fee?

This is a free course brought to you by ClickZ in association with Fospha Marketing and Facebook. 

Supported by:

Supported by:

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No1 Lounges
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ClickZ Microclass: Measurement and Attribution

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