Measuring multi-channel marketing and media attribution

Level: Marketing leadership

Creating cross-channel campaigns increases the arsenal of marketing tools at your disposal. But,it also creates an added layer of confusion when you come to attribution.In this lesson, you will learn how to measure your marketing ROI and drill down to discover the results generated from each channel. Using practical exercises and industry case studies, you'll evaluate a range of attribution models to ensure you're not spending your precious budget on under-performing platforms.

Lesson objectives:

• What the issues with multi-channel measurements are
• The different models used for attributing success
• How analysis of past behaviour can lead to enhanced campaign design in the future

Estimated completion time: 4 hours

Course of origin: Postgraduate Diploma in Intelligent Marketing