Short Course- Primer on Incrementality, MMM & MTA

Interested in this course? Email us at [email protected]

Masterclass curriculum

    1. Module 2_ Incrementality Testing Primer

    2. Module 2_ MTA Primer

    3. Module 2_ MMM Primer

    4. MMM-classroom-exercise.R

    5. Class Recording - Masterclass Session 2

    6. Classroom exercise.R

    7. Module 2_Mini_2-1_Incrementality Testing Primer - Geotesting

    8. Module 2_Mini_2-2_Incrementality Testing Primer_Audience_Split - Geo Testing

    9. Module 2_Mini_2-3_Incrementality testing workflow

    10. Module 2_Mini_2-4_Geo Match Market Hold out testing - Primer

    11. Module 2_Mini_2-5_Diminishing Returns

    12. Module 2_Mini_2-6_Introduction to Marketing Mix modeling

    13. Module 2_Mini_2-8_Using Post Purchase Surveys Case study (FASHION Brand)

    14. Module 2_Mini_2-7_Facebook_Robyn_Data

    1. Convo_Module 2_Are there diminishing returns benchmarks

    2. Convo_Module 2_Build lots of models and average out results

    3. Convo_Module 2_Control audiences can have bias

    4. Convo_Module 2_Different era in MMM

    5. Convo_Module 2_How hard is it to select markets for geo testing

    6. Convo_Module 2_Managing colinearity in MMMs

    7. Convo_Module 2_Modeling Promotions in MMMs

    8. Convo_Module 2_Nuance is where rubber hits the road

About this course

  • $499.00
  • 22 lessons
  • 5.5 hours of video content

Who should attend

Practitioners who are keen in understanding Marketing Measurement through Attribution, Incrementality, MMM & MTA & become a certified professional in Measurement

  • Performance marketers

    In-house marketers, agency media buyers and freelance marketing consultants who rely on an analytical and metrics oriented approach to engineer growth for their brands.

  • Analytics professionals

    Analytics professionals who are responsible for reporting ROI accurately for marketing investments to marketing, finance and exec teams.

  • Marketing executives

    CMOs and SVPs of marketing who are looking to build teams, process, data infrastructure and culture around experimentation in their organization.

Learning Outcomes

Integrated understanding of key concepts in Attribution along with DIY workshop on your data

  • Basics of incrementality and attribution: basic definitions, different type of tests, right test for channels (eg: Facebook, Google, Catalog), decision making using incrementality, reporting using incrementality.

  • Advanced topics: Designing tests, Flighting tests as campaigns, Reading campaign reports as test results.

  • Building a practice: Setting up data warehouses for incrementality, aligning reporting and governance processes across the organization, building culture around media experimentation, right roles for technology in your marketing operations practice, build vs Buy decisions

Instructor

Madan Bharadwaj is a leading expert in advanced marketing measurement systems and has over 15 years of experience applying big data and machine learning technologies to adtech products. Most recently, Madan founded Measured, a marketing measurement company. It represents a culmination of many years of Madan’s work with brands on incrementality measurement that is practical to implement but meaningful for day-to-day decisioning. Prior to Measured, Madan was founder and principal of Right Measures, a marketing measurement consultancy for performance-oriented brands and adtech companies. Prior to Right Measures, Madan held various executive roles in product and technology in leading ad tech and loyalty tech companies. At Visual IQ, he pioneered several patented industry-first innovations in algorithmic attribution sciences and adserver-based big data technologies that were pivotal in moving the digital media buying industry into the advanced attribution era. At other roles, he has driven key innovations in algorithmic cross-channel (Facebook+RTB) programmatic buying and digital promotions technology. Madan has worked with large and emerging brands across retail, eCommerce, telco, finance, insurance, auto and CPG. Madan holds a master’s degree in Computer Engineering from University of Central Florida and a bachelor’s degree in Electronics and Communication engineering from University of Madras.

Madan Bharadwaj

Instructor

About the Course

  • LastClick ad attribution metrics coming out of Facebook, Google, Snap and other ad platforms are crippled by Apple’s privacy restrictions and the crumbling 3rd party cookie. B2C marketers who relied on attribution are now battling steep rising customer acquisition costs armed with unreliable attribution data.
  • The new breakthrough approach for ad measurement is called incrementality testing - the science of using cookieless privacy compliant in-market experiments to measure ad effectiveness. Early adopters of this tech are able to grow their brands 2-3x every year.
    This course will introduce incrementality measurement in 3 logically structured modules. 
  • The course covers everything from basics to advanced concepts with emphasis on real-world case studies, and direct applications in media spend optimization, campaign management, campaign reporting, marketing data infrastructure and marketing data governance.
  • The course will teach real-world case studies taught by real-world practitioners
  • Certificate of completion will be offered to participants who complete the program. 
  • Additionally, participants can take a certification exam and get badged as an Incrementality Certified Professional.