Marketing Attribution Modelling

Course Overview

A practical, analytics‑focused course that teaches learners how to measure the true impact of marketing channels, campaigns, and touchpoints on conversions and revenue. The course covers attribution frameworks, data requirements, modelling techniques, multi‑touch analysis, and how to use attribution insights to optimise marketing spend and performance.

Target Audience

• Digital marketers and performance marketing teams

• Marketing analysts and data analysts

• Growth, product, and customer acquisition teams

• Marketing managers responsible for budget allocation

• Professionals transitioning into marketing analytics roles

Course Outcomes

• Understand the purpose and value of marketing attribution

• Compare attribution models such as first‑touch, last‑touch, linear, time‑decay, and position‑based

• Analyse multi‑channel customer journeys and conversion paths

• Evaluate channel contribution and incremental impact

• Use attribution insights to optimise budgets and campaign strategies

• Interpret attribution dashboards and reports with confidence

• Identify data gaps and requirements for accurate attribution

• Apply attribution modelling to real‑world marketing decisions