Modern Marketing Measurement Course

Learn essential marketing measurement principles to improve your strategy, make impactful decisions, and drive business growth.

Free | 3 hours | Certification included
Enroll now

Educational Content Partnership with


Why this course?

Marketing has evolved, but measurement hasn’t. This course teaches you the foundations of modern marketing measurement to enhance your strategy, make impactful data-driven decisions, and drive sustainable business growth.

What you'll learn

    1. Welcome to the Course

    2. Modules We Will Cover

    1. Module Introduction

    2. Before We Start

    3. What is Marketing Measurement?

    4. History of Marketing Attribution

    5. The Reality of Measurement Today

    6. The Market Landscape Shift

    7. Challenges in Conventional Marketing Attribution

    8. How Privacy Changes Has Limited User-level Tracking

    9. The Customer Journey is More Complex Than Ever

    10. Why Post-Exposure Measurement is Wrong

    11. The Shift From Attribution to Contribution

    12. Why Existing Solutions Don't Have The Answers

    13. Module Conclusion

    14. Module 1: Quiz

    1. Module Introduction

    2. What is Marketing Effectiveness Measurement

    3. Why Measurement is Key to Growth

    4. Questions That Marketers Should Be Able to Answer Confidently

    5. Measuring The Full Funnel

    6. Right Answers Drive the Growth Flywheel

    7. What is Incrementality & Why Does It Matter?

    8. Key Principles & Concepts in Measurement

    9. What is Causal-based Measurement?

    10. How Causal Measurement Transforms Marketing

    11. Module Conclusion

    12. Module 2: Quiz

    1. Module Introduction

    2. What is Unified Marketing Measurement?

    3. Pros & Cons of Methodologies

    4. Triangulating with Multiple Methodologies

    5. What is Marketing Mix Modeling?

    6. Components of Marketing Mix Modeling

    7. Interpreting Marketing Mix Modeling Insights

    8. What is Incrementality Testing?

    9. Designing Effective Experiments

    10. Interpreting & Implementing Experiment Results

    11. What is Multi-touch Attribution?

    12. How Does Multi-touch Attribution Work?

    13. Calibrating Attribution with Causal Measurement

    14. How to Use Triangulation to Make Decisions

    15. Module Conclusion

    16. Module 3: Quiz

    1. Module Introduction

    2. What is a First Party Data Strategy?

    3. Data is Everything in Modern Measurement

    4. How We Use Data in Measurement

    5. Collecting and Storing Your Data

    6. Principles for Organizing Your Data

    7. Breaking Down Data into Conversion Types

    8. Transforming Your Data

    9. Implementing Data Governance

    10. How to Integrate and Refresh Data

    11. How to Maintain Data Quality

    12. Common Pitfalls to Avoid

    13. Building a Data-driven Culture

    14. Module Conclusion

    15. Module 4: Quiz

    1. Module Introduction

    2. What is Marketing Mix Modeling?

    3. Why Do You Need Marketing Mix Modeling?

    4. Components of Marketing Mix Modeling

    5. Commonly Used Models

    6. Challenges of MMM

    7. Understanding Baseline, Saturation & Adstock

    8. Understanding Halo Effects, Cannibalization & Synergies

    9. Building Your MMM

    10. Collect & Prepare Your Data

    11. MMM Data Requirements

    12. Run & Analyze Your Model

    13. Validate & Refresh Your Model

    14. Using Your MMM

    15. Module Conclusion

    16. Module 5: Quiz

Course overview

  • 129 lessons
  • 3 hours of video content

Who should enroll?

  • Marketers

    Learn to adopt new measurement methodologies to optimize your marketing activities

  • Strategy & Operation

    Enhance campaign effectiveness and streamline operations with data-driven measurement techniques.

  • Executives

    Optimize marketing, justify spend, and drive growth through data-driven insights.

What you'll gain after completing this course

  • Understand fundamental marketing measurement techniques and its business impact

  • Implement a holistic measurement framework

  • Generate actionable insights using strong data foundations

  • Make proactive, data-driven decisions

  • Optimize ad spend and save significant $$$

Join the ranks of hundreds of marketers who have already been certified....

FAQs

  • Are there any prerequisites for enrolling in this course?

    No, this course is designed for both beginners and experienced marketers looking to enhance their knowledge of modern marketing measurement techniques.

  • Is this course available for free for a limited period?

    No, we believe everyone should be able to learn. That's why our academy is free and open to all. Learners can study at their own pace, log in anytime and pick up from where you stopped. It's that easy.

  • Is this course useful for data/IT teams?

    Yes, it provides a foundational understanding of marketing measurement methodologies, which can help data/IT teams better support marketing initiatives, integrate data-driven strategies, and contribute to overall business growth.

  • How will this course help me in my career?

    This course will equip you with essential modern marketing measurement skills, enabling you to make data-driven decisions and enhance your marketing strategy, ultimately boosting your career growth.

  • I’m a consultant. Can I take this course?

    Absolutely! As a marketing consultant, this course will enhance your expertise in modern marketing measurement methodologies, allowing you to provide more data-driven, strategic insights to your clients and drive impactful business results.

View popular courses

Explore the latest courses in modern marketing measurement.

Ready to future-proof your career?

Enroll in our Modern Marketing Measurement Course and start making data-driven decisions today

Enroll now