Improve ROI with smarter attribution

1h 54min | 21 lessons | 0 downloadable resources

In this course, you will learn how to:

Identify the distinction of attribution across multiple marketing channels.
Understand the pros and cons of different attribution model types.
Utilize various data sources needed for accurate attribution.
Apply attribution to understand customer behavior and drive better business decisions.
Align attribution models with your business goals for improved ROI.

English subtitles Certificate included

Some companies who train their teams at CXL

Make smarter marketing decisions with accurate attribution models

One of the biggest challenges marketers face is understanding which channels drive real results. Without accurate attribution, it’s difficult to allocate budgets effectively or measure the true impact of campaigns. This course teaches you how to apply the right attribution models, giving you a clear picture of customer behavior across touchpoints. By mastering these skills, you’ll improve decision-making, maximize ROI, and ensure that your marketing investments are working as efficiently as possible.

Master attribution to measure the true impact of your marketing channels

Course Length:
1h 54min. 21 lessons.

This course provides you with the expertise to accurately assess the effectiveness of your marketing efforts. You’ll learn to apply the right attribution models to track customer journeys across multiple channels, making data-driven decisions that improve your ROI. By the end of the course, you will have a solid understanding of how attribution works and how to apply it to align marketing performance with business goals.

After completing this online course on attribution you will be able to assist your team and company with:

Implementing appropriate attribution models.
Analyzing customer behavior across touchpoints.
Optimizing marketing spend based on accurate data.
Identifying key data sources for reliable attribution.
Aligning marketing performance with business objectives.

This course is for you if you are responsible for:

Managing marketing strategies.
Allocating marketing budgets effectively.
Measuring campaign success across channels.
Driving data-backed decision-making.
Improving marketing ROI through precise measurement.

See Pricing

Course Curriculum

Attribution

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 …

Attribution in the marketplace

Industry trends and regulations that have impacted the data required for attribution to be successful. Align the trends with stats that showcase the value and importance of attribution / data lead marketing for organisations.

Attribution – Not just Online

It’s not just a digital problem. I’ll show why it’s not just an online problem, the current solutions the offline world has and how attribution should tie the online and offline world together.

How to use Attribution

Attribution is not just another number on a report and it’s not analytics. Attribution shouldn’t be a part of your marketing, it should be the way you do marketing – the start, middle and end. I’m going to give some tactical examples of how attribution …

Do you need Attribution?

One of the first questions that is asked is “do I need attribution” – I’ll explain how to answer this using data within your organisation, and the questions you should be asking if you’re speaking to vendors about attribution.

Attribution Models

Here we’re going to cover all of the typical attribution models, their pros and cons, and how different businesses use them. Resources Attribution models

What Data is needed

Here we’ll cover all the possible data sources that are required and can be used to do attribution from analytics through to external marketing platforms.

Tactics – CRO

We’ll show how attribution can be used in the conversion rate optimization process to move away from the logic behind optimization for a single interaction.

Tactics – PPC

We’ll highlight some of the opportunities within pay per click to use attribution data to understand how PPC can impact the full consumer journey, not just the last interaction.

Tactics – SEO

SEO often plays second fiddle to the more easily attributable channels such as PPC and affiliates. In this section I’ll show you what impact SEO has on consumers in their decision making and how it drives performance through the whole customer journey.

Tactics – Display

Display typically is forced to use a different form of attribution that other marketing channels. When you’re buying and impression it’s exactly that – an impression. It’s not a click, for instance, which is what we would normally build our attribution …

Tactics – Affiliates

Here we’ll break down the types of affiliates and how they affect the customer journey quite differently. The difference a cashback / voucher affiliate versus a content or edu affiliate has a huge impact on their attributed performance.

Tactics – Email

Understanding the value of not just the email click, but the email open without a click. This concept has a huge impact on returning customers who’ve previously converted. Here attribution is important to determine LTV of a customer.

Tactics – TV

Find out how to attribute TV ads to changes in your analytics.

Tactics – Direct mail

Attribution isn’t just for digital channels – when sending direct mail (brochures, flyers in boxes, etc) you can track down to an individual level the impact that just receiving the mail has.

Strategic Application – Customer Journey Analysis

Attribution gives a better understanding of the customer by looking at the relationship between marketing and impact. Here I’m going to explain what journey analysis is, what you can get out of it and what you can change to positively impact marketing …

Strategic application – Value of Brand

Marketers have always wanted to understand how much value is within their brand. This perception can and should change the approach to the overall marketing strategy. How does this perception of the brand change as you market to them through their life …

Strategic Application – Life Time Value

In this section we’re going through the different calculations to understand LTV. This will cover not just the first purchase but how much revenue a customer could potentially bring the business over their lifetime.

Strategic Application – Customer Data – Individuals

One of the ways that attribution data can be collated is at an individual level. Here we’ll go through the different options available, PII, what data can be held and at what granularity.

Strategic Application – Value of Visitor

When a user engages with a brand the power is understanding the value of that person, at the time of their visit. We will show you how this can be used in CRO, personalization and bid optimization.

About the expert

André Morys

CEO & Founder @ konversionsKRAFT

André has been an optimizer for more than 20 years and has been sharing his passion for optimization with others for nearly 10 years as an international keynote speaker, blogger and author.

André is co-founder of konversionsKRAFT, a network of leading optimization agencies across the world. He is also a university lecturer and recently received an award as Germany’s Best Employer out of hundreds of participants.

This online course
comes with a
Certificate

Completing this course earns you an official CXL Attribution Course Certificate to prove your achievement. CXL is recognized as an industry-leading qualification by employers worldwide, and it is an official qualification on Linkedin that can be added to your profile.

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Frequently asked questions

Plans

What is the difference between the monthly, quarterly and annual plans?

We offer three types of billing lengths to choose from: Monthly, Quarterly, or Annual. The longer the billing length, the cheaper the monthly cost becomes.

Typically annual plans are 40% cheaper per year than paying month-to-month.

What is the difference between the individual and teams plans?

Personal or Individual plans are meant for one person where teams have 2 or more people.

A team account has a few extras:
– Invite and manage people learning on your team.
– Create roadmaps for each individual.
– Access team learning engagement reports.
– Assign members to your team as managers to assign content and view reports.

What is included in the all-access plan?

You’ll get:
– Access to 90+ online courses.
– Earn certificates and add them to LinkedIn.
– Thousands of playbooks and resources.
– All minidegrees
– Roadmapping and progress tracking
– Premium Support

Can I switch plans later if I want to?

Yes. You can switch between different billing lengths at any time (Ex: Switch from a Monthly Plan to Annual).

If you’d like to switch from a individual plan to a team plan (or vice versa), please reach out to customer success via live chat.

Billing

What are the payment options available?

Most major credit cards and Paypal are accepted. If you need an invoice to pay by wire, please message our customer success team via chat for options.

What is parity pricing?

All of our products are priced in USD currency. In order to make our products more affordable, we have established a system where you can pay in your local currency using a special metric that adjusts the price you pay according to the purchasing power of your country.

Is there a discount available?

One of CXL’s company policies is that we don’t discount. Our focus is on the product – providing the best, highest quality content with our courses.

The listed price on the site shows the best price – you can buy with confidence.

We offer pricing based on your local currency, you’ll see this reflected on the pricing and checkout pages.

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Improve ROI with smarter attribution

Some companies who train their teams at CXL

Make smarter marketing decisions with accurate attribution models