Brand Attribution Modeling
Measure marketing impact
Master brand attribution modeling to understand how marketing activities drive brand outcomes. Learn multi-touch attribution, media mix modeling, and incrementality testing. Build comprehensive frameworks for measuring and optimizing marketing impact.
Robert Thornton
Distinguished Professor of Data Analytics & Intelligence
PhD (Stanford Statistics), MS (MIT CSAIL), Ex-Amazon/Netflix Head of Data Science
or 7,900 credits
Plan: professional
What You'll Learn
Build multi-touch attribution models
Implement media mix modeling
Conduct incrementality tests
Optimize marketing spend with attribution data
Course Curriculum
5 chapters · 285+ minUnderstanding how attribution models measure marketing impact
Core Concept Fundamentals
Building essential knowledge of fundamental principles and methodologies in the ai-native brand paradigm.
- Understand core principles and theories
- Apply foundational frameworks correctly
- Build knowledge progressively
- Connect concepts to practical applications
Practical Application Essentials
Translating theoretical knowledge into actionable brand strategies.
- Connect theory to practice
- Identify application opportunities
- Execute implementations effectively
- Measure application outcomes
Lecture · Chapter 1 of 5
Attribution Fundamentals
Attribution Fundamentals
This lesson is Attribution Fundamentals. Understanding how attribution models measure marketing impact
Optional: render an on-demand high-definition instructor video
On-demand render · photoreal instructor · synchronized narration · charged at per-use Credits when enabled.
Course Project
Attribution Framework
Create a comprehensive attribution modeling framework
Prerequisites
- Marketing analytics basics
Topics Covered
Your Instructor
Robert Thornton
Distinguished
Former Netflix Head of Data Science who built recommendation systems serving 200M+ users. Creator of the RICE+ analytics framework — the definitive methodology for quantifying brand health through AI-driven metrics.
13
Courses
20K
Students
4.9
Rating
Academy at a Glance
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