Russell McAthy – Attribution

Businesses have a lot of marketing data but are not getting enough value from it. This course will help the students understand what data they have and how to understand consumer behavior to drive value for organizations moving forward.

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Russell McAthy – Attribution

This course will guide the student to what data they could/should have, how they get value from the data, what attribution is, how to communicate and use attribution to get business value.
Introduction video (2 minutes)
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After taking this course, you’ll…

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Identify the nuances of attribution across different marketing channels.
Know the pros and cons of different attribution model types and how businesses use them
Gain an understanding of all the possible data sources that are required and can be used to do attribution.
Undertstand your customers in the context of how you run your business.
Know which data questions to ask, whether internally or with vendors.

Here’s what Russell will teach you…

Attribution is about understanding TRUE consumer behavior

Attribution is more than just a buzzword – it needs to become the way you do business, understand performance, manage campaigns and workloads. Attribution in short is understanding consumers so that we make smarter decisions.

Attribution is a discipline. Econsultancy reported in 2018 that less than a one third of businesses are using a defined attribution business model and that 43% of companies claim “measuring ROI” as a top marketing challenge. Attribution’s challenges go beyond digital. Russell will use real world offline examples to illustrate how attribution is tied between the offline and online experience. Both B2B and B2C examples and tacts are presented in this course.

Laura B.

Director of Media & Digital Strategy @ Mandala Agency

The content is insightful, actionable and doable.

I appreciate the range of topics and the talent and expertise of the presenters. I’ve grown more as a marketer in the last several months than I had in years before.
Alex B.

Paid Search Analyst @ ConversionWhale

CXL Institute has helped me tremendously in my journey to become the best digital marketer I can be.

It has opened my eyes to the capabilities of tools like GTM and Google Sheets. You guys have humbled me by teaching me that there’s so much more to learn!
Ap S.

Account Manager @ ePPC Digital

Estonia

CXL is just the best place to grow for a marketer. I learned more in a few months via CXL than what I learned in 8, 9 months on my own.
This course is essential for you if …

You have no attribution strategy
are looking to make more informed business decisions
want to align attribution to your business goals for better ROI.

This course is NOT for you if…

all your marketing channels have clear attribution
you do not have a robust set of consumer data
are looking for vanity metrics

About
Russell McAthy

Russell is a marketing data guy – having consulted or worked with some of the worlds largest brands he now is building the future of marketing tech whilst continuing his passions to change the way data is used my organisations all over the globe. Having run in-house, agencies, consultancies and his own tech businesses Russell has experience from working with startups to global enterprises
Your full course curriculum
Attribution
1
What is marketing attribution?

What attribution is and is not, in the context of marketing. Russell will explain the concept of conversion and why it is important in the overall theory. We’re going to align the theory of attribution to business goals through ROI and finally look at the difference in approach to attribution in B2B businesses and B2C businesses.

2
Attribution in the marketplace
3
Attribution – Not just Online
4
How to use Attribution
5
Do you need Attribution?
6
Attribution Models
7
What Data is needed
8
Tactics – CRO
9
Tactics – PPC
10
Tactics – SEO
11
Tactics – Display
12
Tactics – Affiliates
13
Tactics – Email
14
Tactics – TV
15
Tactics – Direct mail
16
Strategic Application – Customer Journey Analysis
17
Strategic application – Value of Brand
18
Strategic Application – Life Time Value
19
Strategic Application – Customer Data – Individuals
20
Strategic Application – Value of Visitor
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