Marketing & Communication

Marketing Attribution and Return on Investment

Marketers must show which activities drive revenue. This course explains marketing measurement and attribution: defining conversions, first-touch, last-touch and multi-touch models, marketing mix modelling basics, incrementality testing, calculating ROI and reporting marketing contribution to leadership.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Without credible measurement, marketing budgets are cut first. You will learn to demonstrate and improve marketing returns.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Attribution model comparisons, ROI calculation exercises, case studies and reporting workshops.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Define conversions and marketing outcomes
Compare attribution models
Understand marketing mix modelling
Design incrementality tests
Calculate marketing ROI
Report marketing contribution credibly

Target audience

Who should attend.

This course is suitable for:

Marketing managers and analysts
Digital marketers
Marketing directors
Finance partners for marketing
Agency professionals

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Attribution
Experiment design
ROI analysis
Data interpretation
Reporting

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Measuring Marketing

09:00–10:08Why measurement matters
10:08–11:00Outcomes and conversions
11:00–11:30Coffee break
11:30–11:45Outcomes and conversions (continued)
11:45–12:53Data sources
12:53–14:00Exercise

Day 2Attribution Models

09:00–10:08Single-touch models
10:08–11:00Multi-touch models
11:00–11:30Coffee break
11:30–11:45Multi-touch models (continued)
11:45–12:53Limitations
12:53–14:00Workshop

Day 3Advanced Measurement

09:00–10:08Marketing mix modelling
10:08–11:00Incrementality tests
11:00–11:30Coffee break
11:30–11:45Incrementality tests (continued)
11:45–12:53Brand effects
12:53–14:00Case study

Day 4ROI

09:00–10:08Calculating ROI
10:08–11:00Customer lifetime value
11:00–11:30Coffee break
11:30–11:45Customer lifetime value (continued)
11:45–12:53Budget decisions
12:53–14:00Exercise

Day 5Reporting

09:00–10:08Dashboards
10:08–11:00Presenting to leadership
11:00–11:30Coffee break
11:30–11:45Presenting to leadership (continued)
11:45–12:53Measurement roadmap
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

All courses

The full course agenda and dates are available above. Use the session links in Dates & venues to choose a session. Registration and quotation forms require JavaScript; you can also contact our learning team directly.