Data-driven Attribution Modeling & Marketing Analytics: Accurately Measuring Marketing Roi

Introduction

Data-Driven Attribution Modeling & Marketing Analytics training empowers professionals to accurately measure and optimize marketing ROI through advanced data analysis and attribution techniques. This course focuses on analyzing various attribution models, implementing data-driven decision-making frameworks, and understanding the impact of marketing analytics on strategic planning and budget allocation. Participants will learn to utilize marketing analytics tools, develop custom attribution models, and understand the intricacies of measuring multi-channel campaign performance. By mastering data-driven attribution and marketing analytics, professionals can enhance their ability to demonstrate marketing value, optimize campaign spend, and contribute to a more data-informed and effective marketing strategy.

The increasing demand for marketing accountability necessitates a comprehensive understanding of data-driven attribution and marketing analytics best practices. This course delves into the nuances of customer journey analysis, conversion path optimization, and predictive marketing analytics, empowering participants to develop and implement tailored measurement strategies. By integrating analytical expertise with marketing acumen, this program enables individuals to lead initiatives that maximize marketing ROI and drive business growth.

Target Audience:

• Marketing analysts
• Digital marketing managers
• Marketing directors
• E-commerce managers
• CRM managers
• Data scientists
• Marketing automation specialists
• Business intelligence analysts
• Individuals interested in marketing analytics
• Advertising professionals

Course Objectives:

• Understand the principles and importance of data-driven attribution modeling and marketing analytics.
• Implement techniques for analyzing various attribution models and selecting the appropriate model for specific campaigns.
• Understand the role of customer journey analysis in optimizing marketing performance.
• Implement techniques for utilizing marketing analytics tools and platforms for data visualization and reporting.
• Understand the principles of measuring multi-channel campaign performance and ROI.
• Implement techniques for developing and implementing custom attribution models.
• Understand the role of predictive marketing analytics in forecasting and optimizing marketing outcomes.
• Implement techniques for integrating marketing analytics with CRM and marketing automation systems.
• Understand the legal and ethical considerations related to marketing data and analytics.
• Develop strategies for communicating marketing analytics insights to stakeholders.

DURATION

5 Days

COURSE CONTENT

Module 1: Foundations of Data-Driven Attribution and Marketing Analytics

• Principles and importance of data-driven attribution modeling and marketing analytics.
• Understanding the marketing analytics landscape and key metrics.
• Benefits of accurately measuring marketing ROI.
• Historical context and evolution of marketing analytics.

Module 2: Attribution Modeling Techniques

• Techniques for analyzing various attribution models and selecting the appropriate model.
• Implementing first-touch, last-touch, linear, time decay, and position-based attribution.
• Utilizing data-driven and algorithmic attribution models.
• Managing attribution models.

Module 3: Customer Journey Analysis

• Role of customer journey analysis in optimizing marketing performance.
• Understanding customer touchpoints and conversion paths.
• Implementing customer journey mapping and analysis techniques.
• Managing customer journey analysis.

Module 4: Marketing Analytics Tools and Platforms

• Techniques for utilizing marketing analytics tools and platforms for data visualization and reporting.
• Implementing Google Analytics, Adobe Analytics, and other analytics platforms.
• Utilizing data visualization tools and dashboards.
• Managing marketing analytics tools.

Module 5: Measuring Multi-Channel Campaign Performance

• Principles of measuring multi-channel campaign performance and ROI.
• Understanding cross-channel attribution and campaign optimization.
• Implementing multi-touch attribution and performance metrics.
• Managing multi-channel performance.

Module 6: Custom Attribution Models

• Techniques for developing and implementing custom attribution models.
• Implementing data modeling and algorithm development.
• Utilizing machine learning for custom attribution.
• Managing custom attribution.

Module 7: Predictive Marketing Analytics

• Role of predictive marketing analytics in forecasting and optimizing marketing outcomes.
• Understanding predictive modeling and forecasting techniques.
• Implementing predictive analytics for customer behavior and campaign performance.
• Managing predictive analytics.

Module 8: Integration and Communication

• Techniques for integrating marketing analytics with CRM and marketing automation systems.
• Implementing API integration and data synchronization.
• Utilizing analytics insights for stakeholder communication and reporting.
• Managing analytics integration.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 5 working days before commencement of the training.