COURSE OVERVIEW:
Sales Attribution Modelling and Marketing Mix Modelling aren’t always thought to be the sexist or most exciting of marketing topics. They are, however, fundamental to success in every marketing department and growth function. Deciding what we spend, where, when and how is a fundamental capability from channel managers through to marketing leaders.
This course takes people from the fundamentals of the science of Sales Attribution modelling and Marketing Mix Modelling through to an advanced understanding of the current state of marketing mix modelling.
What needs to be true in your business to enable the latest in advanced Machine learning and Artificial Intelligence Multi-Touch Attribution. What are the limitations and risks?
The challenge is that Sales Attribution Models are built on ever changing foundations. Your new/returning customer mix, your channel mix, product mix, consumer behaviour, agentic/bot traffic, device/app/social and digital landscape with shifting ad blockers and privacy settings. On top of this shifting data baseline businesses are now attempting to build advanced machine learning and artificial intelligence attribution.
What needs to be true in order to succeed at doing this? Is your business ready for this? What technologies are available? How do they work and how can they apply to your data, customers identification and channel landscape.
What are the risks of SAM and how do we understand, communicate and mitigate those risks.
How are MTA and MMM coming together to balance the near real time decisioning with a holistic “Look back” understanding of marketing performance.
From the fundamentals of MTA/MMM through to the latest science and thinking on sales attribution modelling.
“Aron has the clearest articulation of the challenges of contemporary Sales Attribution Modelling that I have come across.”
BUSINESS VALUE FROM THIS COURSE
• Improve commercial performance from your marketing spend and reduce your total cost of marketing to revenue ratio.
• Improve speed of decisioning making through effective use of SAM techniques.
• Improve your “Path to purchase” analysis and invest in building better performing paths.
• Understand the latest science, technology and developments in Sales Attribution Modelling/Marketing Mix modelling and how to apply them to your business.
PERSONAL VALUE FROM THIS COURSE
• Master a critical skill for senior marketing leadership positions.
• Position yourself with promotion with a clear understanding of sales attribution modelling and marketing mix modelling
COURSE SUMMARY
• 3 hosted live 1.5 hour interactive sessions.
• Only 5 people per cohort.
• Covers entry level basics through to Advanced latest knowledge science and technologies.
• Great for small and large marketing expenditure.
• Practical takeouts you can use to transform your understanding on what drives commercial performance in your business.
• An essential skill for progressing your marketing career or your business.
• No channel bias unlike the online “free” courses.
- THIS COURSE IS NOT AI GENERATED. RELYING ON EXPERIENCE, DIRECT INTERVIEWS/META ANALYSIS OF SCIENTIFIC PAPERS/ EXPERIENCE AND OVER £130M in MARKETING SPEND -