Marketing and Sales

Designing Multi-Channel Marketing Attribution Models

Develop the judgement and the documentation needed to run multi-channel attribution models properly.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Designing Multi-Channel Marketing Attribution Models
5days

About the programme

Course Overview

Discounting solves a problem in multi-channel attribution models today and creates a larger one next quarter. A message about the marketing and commercial practice capability that tries to reach everyone reaches nobody. Participants gain a clear basis for measuring what this area of marketing and commercial practice has actually achieved. It is appropriate for those preparing to take on wider responsibility for multi-channel attribution models. The difficulty is not agreeing that this part of marketing and commercial practice matters — it is deciding what to stop doing to make room for it. Comparative studies of this area of marketing and commercial practice across sectors find the same handful of failure points recurring. Exercises escalate in difficulty, ending with the ambiguous situations that make multi-channel attribution models hard in practice. Participants leave with a method for the marketing and commercial practice discipline, not a set of opinions about it. The course ends by identifying what the participant will stop doing to make this part of marketing and commercial practice sustainable.

Expected Learning Outcomes

  • Set measurable objectives for multi-channel attribution models tied to revenue rather than reach.

  • Set acceptance criteria for multi-channel attribution models before work begins rather than after.

  • Design the qualification criteria that stop effort being wasted in multi-channel attribution models.

  • Handle objections in multi-channel attribution models without conceding position immediately.

  • Prepare a short, evidence-based briefing on multi-channel attribution models for senior management.

  • Design a training and briefing approach that sustains competence in multi-channel attribution models.

  • Build the sales process for multi-channel attribution models so it is repeatable across the team.

Who Should Attend

  • Managers of multi-site operations seeking consistency in multi-channel attribution models.

  • Planning staff whose forecasts and budgets are affected by multi-channel attribution models.

  • Brand and communications specialists shaping multi-channel attribution models.

  • Account managers responsible for retention within multi-channel attribution models.

  • Agency and consultancy staff supporting clients on multi-channel attribution models.

  • Customer experience managers improving multi-channel attribution models.

Course Modules

Open any module to see its sessions and topics.

01

Multi-channel attribution models: objection handling and negotiation

2 sessions · 8 points

Session 1Reviewing multi-channel attribution models when nothing has gone wrong

  • Measure lifetime value from multi-channel attribution models, not just first purchase.
  • Check that records of multi-channel attribution models answer the questions likely to be asked.
  • Test creative for multi-channel attribution models at small scale before full commitment.
  • Set out how exceptions to multi-channel attribution models are requested and approved.

Session 2Qualifying out of multi-channel attribution models early and without guilt

  • Build the internal briefing that explains multi-channel attribution models to those affected.
  • Confirm that reporting on multi-channel attribution models reaches the people who can act.
  • Compare cost of acquisition against value in multi-channel attribution models.
  • Confirm that contractual obligations around multi-channel attribution models are understood.
02

Multi-channel attribution models: the customer journey and decision points

2 sessions · 8 points

Session 1Closing out multi-channel attribution models and capturing what was learned

  • Structure pricing for multi-channel attribution models against perceived value.
  • Define acceptance criteria for multi-channel attribution models in advance.
  • Document the sales process for multi-channel attribution models so a new joiner can follow it.
  • Agree the attribution model for multi-channel attribution models and state its known limits.

Session 2The cost of multi-channel attribution models and how to present it

  • Verify six months later that changes to multi-channel attribution models have held.
  • Set objectives for multi-channel attribution models in revenue terms with a timeframe.
  • Map the handovers in multi-channel attribution models between functions and secure them.
  • Set the discount authority for multi-channel attribution models and require justification.
03

Multi-channel attribution models: positioning and the honest claim

2 sessions · 8 points

Session 1Defining the audience for multi-channel attribution models narrowly enough to matter

  • Write the positioning claim for multi-channel attribution models and test whether a competitor could say it too.
  • Draft the minimum viable go-to-market plan for multi-channel attribution models.
  • Record the rationale for each significant choice made about multi-channel attribution models.
  • Review whether short-term tactics on multi-channel attribution models are damaging the brand.

Session 2Testing the message on multi-channel attribution models before spending

  • Choose the next segment for multi-channel attribution models and state why it is next.
  • Map the decision journey for multi-channel attribution models and mark where the choice is actually made.
  • Set escalation thresholds for multi-channel attribution models that work out of hours.
  • Define qualification criteria that disqualify quickly in multi-channel attribution models.
04

Multi-channel attribution models: retention, loyalty and lifetime value

2 sessions · 8 points

Session 1Measuring multi-channel attribution models when attribution is imperfect

  • Establish the boundary of multi-channel attribution models and record what sits outside it.
  • Remove steps in multi-channel attribution models that add effort without adding assurance.
  • Build the content that answers the buyer's real question about multi-channel attribution models.
  • Select channels for multi-channel attribution models based on evidence, then cut the rest.

Session 2Handling the objection to multi-channel attribution models that ends most conversations

  • Identify single points of dependency in multi-channel attribution models and reduce them.
  • Check that multi-channel attribution models still works when volumes rise unexpectedly.
  • Name a single owner for each element of multi-channel attribution models.
  • Describe the buyer for multi-channel attribution models specifically enough to name who is excluded.

Choose the package that suits you

Silver Package

At least 3 people

USD1,250
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Gold Package

At least 3 people

USD1,850
  • 5-night stay in a 5-star hotel
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Complete your registration

We will contact you within one business day to confirm.

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