Advanced Measurement

Incrementality, MMM and Measurement Strategy. 10 modules and a practical lab, about 30 guided hours.

What you’ll be able to do

• Design a three-layer measurement strategy specifying which layer answers which question and at what cadence.
• Specify a marketing data architecture — event schema, identity resolution and warehouse tables — that supports both attribution and modelling.
• Resolve customer identity across web, WhatsApp and payment records in a market where the phone number is the primary identifier.
• Build a marketing mix model with adstock, saturation and seasonality controls, and state its confidence limits honestly.
• Design an adequately powered incrementality test, including hypothesis, duration, contamination controls and a stopping rule.
• Design and run a geo-holdout for Nigeria that accounts for Lagos's share dominance and cell-matching constraints.
• Calibrate attributed revenue against measured incremental revenue and issue channel-level correction factors with a governance process behind them.

What’s inside

10 modules + lab · around 30 hours