ONLINE MICROCLASS
Created in association with:
About | Lesson plan | Instructor | FAQ
ONLINE MICROCLASS
Created in association with:
For the first time in an online microclass, Benjamin Royon, Marketing Science Partner at Facebook and Alexandra Darmon, Head of Data Science Research at Fospha Marketing, an independent attribution and data science company, are sharing their knowledge on marketing measurement and attribution.
In this free online class, Benjamin and Alexandra reveal the different trends that have impacted digital marketing over time. They discuss the challenges faced when building an effective attribution solution and how marketing activity can be attributed to conversions. This microclass will cover multi-touch attribution (MTA) highlighting its benefits and limitations as well as the importance of data collection in path to purchase analysis.
We'll also cover the different models that can be implemented and explain how MTA can be validated through Marketing Mix Modeling (MMM) and experiments.
100% Online
Enroll anytime and learn at your own pace
Duration
Approximately 60 minutes to complete the course
Language
English
Pre-requisites
Basic knowledge of digital marketing
15+ Micro Lectures
This microclass is like an interactive textbook with video lectures, quizzes and reading materials
Collaborate
Connect with other students in your class and get feedback from peers and industry experts
Benjamin Royon
CURRENT POSITION
Marketing Science Partner - Northern Europe, Facebook
At Facebook, Benjamin partners with marketers to drive business impact with an approach grounded in marketing analytics and measurement.
PAST POSITION
Data Analyst, fifty-fifty
fifty-five is a data agency. At fifty-five, Benjamin drove media performance across verticals such as Financial Service and Entertainment, through A/B testing and multi-touch attribution.
AREA OF EXPERTISE
Alexandra Darmon
CURRENT POSITION
Head of Data Science Research, Fospha Marketing
Alexandra leads the research team with a focus on marketing measurement. She built and optimized Fospha’s Multi-Touchpoint Attribution (MTA) product using advanced Markov Chain theory and hidden Markov models. Using ‘linear regression’ and ‘casual models’ to build the Marketing Mix Modeling (MMM) product.
PAST POSITION
Data Scientist, Researcher
Researcher is a research discovery platform that connects the world’s 14 million researchers and academics with the most relevant and timely research. Alexandra was part of the founding team, she designed and developed the recommendation engine for the app providing personalized articles using sophisticated Natural Language Processing (NLP) techniques.
AREA OF EXPERTISE
Benjamin Royon
CURRENT POSITION
Marketing Science Partner - Northern Europe, Facebook
At Facebook, Benjamin partners with marketers to drive business impact with an approach grounded in marketing analytics and measurement.
PAST POSITION
Data Analyst, fifty-fifty
fifty-five is a data agency. At fifty-five, Benjamin drove media performance across verticals such as Financial Service and Entertainment, through A/B testing and multi-touch attribution.
AREA OF EXPERTISE
Alexandra Darmon
CURRENT POSITION
Head of Data Science Research, Fospha Marketing
Alexandra leads the research team with a focus on marketing measurement. She built and optimized Fospha’s Multi-Touchpoint Attribution (MTA) product using advanced Markov Chain theory and hidden Markov models. Using ‘linear regression’ and ‘casual models’ to build the Marketing Mix Modeling (MMM) product.
PAST POSITION
Data Scientist, Researcher
Researcher is a research discovery platform that connects the world’s 14 million researchers and academics with the most relevant and timely research. Alexandra was part of the founding team, she designed and developed the recommendation engine for the app providing personalized articles using sophisticated Natural Language Processing (NLP) techniques.
AREA OF EXPERTISE
Albert Abello Lozano
Global Head of Marketing Automation, Treatwell
Treatwell is the largest marketplace for hair and beauty in Europe covering 11 markets and listing more than 25,000 salons in their system. Albert's team is responsible for supporting operational and marketing teams in technology, measurement, attribution, testing and driving growth through automated CRM customer retention.
Andrew Strain
Director of Digital & Direct Revenue, No1 Lounges
No1 Lounges is a premium, independent airport lounge brand, with operations in Gatwick, Heathrow, Birmingham & Edinburgh. Andrew is responsible for direct B2C revenue streams, delivering online growth and profitability as well as owning the digital strategy for the business.
Albert Abello Lozano
Global Head of Marketing Automation, Treatwell
Treatwell is the largest marketplace for hair and beauty in Europe covering 11 markets and listing more than 25,000 salons in their system. Albert's team is responsible for supporting operational and marketing teams in technology, measurement, attribution, testing and driving growth through automated CRM customer retention.
Andrew Strain
Director of Digital & Direct Revenue, No1 Lounges
No1 Lounges is a premium, independent airport lounge brand, with operations in Gatwick, Heathrow, Birmingham & Edinburgh. Andrew is responsible for direct B2C revenue streams, delivering online growth and profitability as well as owning the digital strategy for the business.
When will I have access to the course?
You’ll have access to all videos, quizzes, and assessments (if applicable) within a few business days of registering for the class. We'll send you a welcome email with the registration details on your registered email account.
Will I get a certificate?
Currently, we don't offer an official certificate of completion for our classes, but we do send course completion emails to students who've completed all learning materials within the masterclass.
What is the course fee?
This is a free course brought to you by ClickZ in association with Fospha Marketing and Facebook.