Marketing Attribution: Measure Channels and Conversions

This course contains the use of artificial intelligence.

Three channels claim credit for the same sale. The budget meeting is tomorrow. How much of the report can you actually use to decide what gets funded?

I’m Dr. Law Payne. My master’s degree in Business shapes how I approach these decisions. I designed this course for marketers, analysts, agency professionals and business owners who want to make a practical recommendation they can explain to a team.

Across ten lectures in two sections, you’ll learn to compare attribution models, identify tracking gaps and interpret incrementality evidence. In the foundations section, you’ll work through the evidence behind the first decision. The applied section gives you a second case with a different constraint, so you can see where the same reasoning holds and where the decision needs to change.

I designed the case exercises to give you a decision to make before you see the worked reasoning. In the final workshop, you’ll put the work together into a measurement audit and a budget memo grounded in the available evidence Write down which evidence supports your recommendation, where your assumptions might be wrong, and what you would check before acting.

Bring one decision you’re responsible for at work. Start with the first lecture, then use the case and workshop to practise explaining your recommendation in plain language. Enroll if you want a way to take the next decision from an open discussion to a concrete plan you can share with your team.