Marketing ROI, Attribution & Budget Optimization
Connect marketing activities to business outcomes using a practical measurement framework. Participants learn how to select meaningful KPIs, interpret attribution carefully, compare investments, and communicate results to management.
Duration
6–12 hours
Level
Advanced
Course Type
Advanced Course
WORKSHOP FORMAT
Onsite / Online / Hybrid
Main Business Outcome
Improve marketing accountability and allocate budget toward higher-value activities.
Target Audience
Marketing leaders, performance teams, analysts, finance business partners, and agency-management teams
Learning Outcomes
- Build a KPI hierarchy from business outcomes to channel metrics.
- Evaluate attribution approaches and limitations.
- Compare marketing investments using consistent criteria.
- Create executive-ready performance narratives and budget recommendations.
Skills Learned
Key Topics
- Business objectives
- KPI tree
- revenue and customer metrics
- attribution
- incrementality
- cost efficiency
- budget scenarios
- management reporting
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