Enrollment Options:
Data and Analytics

Intelligent Attribution Modeling for Marketers

Katie Robbert
Course Duration: 3.1 hours
Course Released: July 2020
Level: Intermediate
Lifetime access with membership
Certification Upon Completion
What is attribution analysis and why does every marketing executive demand it? In this practical guided tour of attribution analysis, Trust Insights cofounders Katie Robbert and Christopher Penn lead you through the different types of attribution models and the best practices for setting up your own analysis.

Required tech: Google Analytics with goals set up (and collecting data); Free Tableau public account

Optional tech: Google Data Studio

Note: Students should have a high-level understanding of all the digital marketing channels and how attribution works.

Course Level: Intermediate/Expert
In this course you will learn:
The 5 methods of attribution analysis
The 6C Data Quality Framework
How to structure your attribution analysis correctly

Course Curriculum

  • 1

    Welcome to the Course!

    • A Message From Your Instructor

  • 2

    Chapter 1: Introduction

    • Lesson 1: The Situation

    • Lesson 2: Impacts of Poor Attribution

    • Test Your Learning

  • 3

    Chapter 2: What Is Attribution

    • Lesson 1: Definition

    • Lesson 2: Attribution Lifecycle

    • Test Your Learning

  • 4

    Chapter 3: Business Requirements

    • Lesson 1: Requirements Gathering

    • Lesson 2: Goals and Values

    • Lesson 3: KPI Mapping

    • Lesson 4: IT/System Infrastructure

    • Lesson 5: MarTech Governance

    • Test Your Learning

  • 5

    Chapter 4: Data Requirements

    • Lesson 1: Data Quality

    • Lesson 2: Data Storage

    • Lesson 3: Data Inspection

    • Lesson 4: Data Remediation

    • Lesson 5: Data Extraction

    • Lesson 6: Data Transformation

    • Test Your Learning

  • 6

    Chapter 5: Model Selection

    • Lesson 1: Out-of-the-Box Models

    • Lesson 2: Custom Models

    • Lesson 3: AI-Driven Models

    • Lesson 4: Choosing a Model

    • Test Your Learning

  • 7

    Chapter 6: Model Evaluation

    • Lesson 1: Basic Quality Assurance

    • Lesson 2: Qualitative Evaluation

    • Lesson 3: Refinement

    • Test Your Learning

  • 8

    Chapter 7: Model Deployment and Tuning

    • Lesson 1: Reporting

    • Lesson 2: Action Steps

    • Lesson 3: Quantitative Evaluation

    • Lesson 4: Re-Selection

    • Test Your Learning

  • 9

    Chapter 8: Review

    • Lesson 1: After-Action Review

    • Lesson 2: Project Post-Mortem

    • Lesson 3: Lessons Learned and Next Steps

    • Test Your Learning

  • 10

    Next Steps...

    • Closing Notes From Your Instructor

    • More Resources For You

    • Certification Exam

    • Before You Go...

Meet Your Instructor

Katie Robbert

Katie Robbert is an authority on compliance, governance, change management, agile methodologies, and dealing with high-stakes, “no mistakes” data. As CEO of Trust Insights, she oversees the growth of the company, manages operations and product commercialization, and sets overall strategy. Her expertise includes strategic planning, marketing operations management, organizational behavior, and market research and analysis.

Co-Founder and CEO, Trust Insights
Meet Your Instructor

Christopher S. Penn

Christopher S. Penn is an authority on analytics, digital marketing and marketing technology. A recognized thought leader, best-selling author and keynote speaker, he has shaped four key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, and artificial intelligence/machine learning in marketing. As chief data scientist of Trust Insights, he is responsible for the creation of products and services, creation and maintenance of all code and intellectual property, technology and marketing strategy, brand awareness, and research and development. Penn is a 2020, three-time IBM Champion in IBM Analytics, a Brand24 Top 100 Digital Marketer, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Prior to cofounding Trust Insights, he built the marketing for a series of startups with a 100% successful exit rate in the financial services, SaaS software and public relations industries. Penn is an IBM Watson Machine Learning Certified Professional, a Google Analytics Certified Professional, a Google Ads Certified Professional, a Google Digital Sales Certified Professional, and a Hubspot Inbound Certified Professional. He is the author of over two dozen marketing books including bestsellers such as AI for Marketers: A Primer and Introduction, Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero, and Leading Innovation.

Co-Founder and Chief Data Scientist, Trust Insights