October 23 - 24, 2018

Hatch:Attribution

What does the user journey look like? Who takes credit for the conversion and when? What effect does that have on media budgeting? Designed by Google’s ex-Head of Attribution, this 2-day advanced workshop addresses these questions and equips you with the depth of understanding you need to get to the right answers for your business.

Hatch:Attribution course fee: £1,190.

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Previous Course Attendees:

  • Money Supermarket -
  • Tesco -
  • Ticketmaster -
  • Barclays -
  • Boden -
  • Market Invoice -
  • Course Tutor
    Gabriel Hughes

    Gabe is widely acknowledged as one of the leading authorities on attribution in Europe today. He is the founder of analytics software provider Metageni, and spent 2 years as VP Analytics at Elsevier, the world’s largest science publisher. Prior to that, Gabe was Google’s Head of Attribution for 6 years.

4 Key Areas You'll Cover on Hatch:Attribution

1. User Journeys

  • Purchase journeys and how they differ by vertical
  • Why good tag management is so fundamental to success
  • What’s wrong with a last click attribution model?

2. Attribution Models

  • An explanation of multi-touch attribution by its inventor
  • How they compare; linear, last click, first touch, time decay and more
  • Attributing CPAs and how to choose the right model

3. Regression and Modelling

  • Data-driven attribution and how to apply regression
  • Looking at the role of time series and stationary
  • The role of technology and attribution management platforms

4. Experimental Methods

  • How to run effective A/B tests
  • Adwords, Facebook, manual, and geo-testing made easy
  • Business actions to take from attribution-driven analysis

Why Choose Hatch

  • "Great course. I’ve done quite a few training courses and the importance of having someone with real world knowledge can’t be underestimated."

    - Steve Thew, Boden
  • "Gabe was friendly, patient, enthusiastic, knowledgeable and a natural speaker. Great topics throughout; each module had good content and relevant real-world anecdotes."

    - Ryan Lindo, Moneysupermarket

How Hatch Is Different

  • Unrivalled Channel Expertise

    For each workshop we have at least one tutor and one course architect who work together to create courses that teach the most important and advanced concepts in their subject. We only work with experts who spend all day, every day working on their specific channel – so they understand the challenges you’re facing, the techniques that work today, and the insight you need to constantly enhance performance.

  • Deep, cutting-edge content

    If you want to really learn, you need to take the time. Our 2-day, intensive format will equip you with the in-depth knowledge you need to succeed in your channel. Taught by leading industry experts and constantly refreshed to keep on top of market best practices, our courses are more advanced than anything else on the market.

  • Learning Through Doing

    We encourage learning through task-based activities – not note-taking during endless presentations. Our courses are interactive and challenging, with plenty of practical tasks based on real life scenarios – so if you want to doze off in front of slides, you’re better off elsewhere.

  • Dive Into Data

    You’re working in data-heavy performance marketing so hands-on data analysis and optimisation is a key component of all our workshops.

  • The Latest Trends and Techniques

    Our content is constantly refreshed so it always provides the latest material on industry best practice and standards. Plus, after you’ve completed the course, you will have perpetual access to all our materials as they are updated.

  • Expand Your Network

    Meet new likeminded professionals, share knowledge and gain industry insight from different perspectives. Workshop attendees come from all over the world and from a wide range of verticals. We take all of our course attendees out for lunch on the first day and drinks at the end of the final day to facilitate networking opportunities in a more relaxed environment.

FAQs

  • So, what's the damage?

    All of our two-day advanced workshops are priced individually at £1,190. They are all taught by leading industry professionals who need to take time out of their day job to run the course, and who regularly refresh their materials to keep our courses on top of industry best practice and to ensure they’re teaching you the most effective techniques in line with the current landscape.

  • ATTRIBUTION'S TOO COMPLICATED - ISN’T IT MORE TROUBLE THAN IT’S WORTH?

    Attribution is complicated and it is fair to say that the whole area is very grey; there isn’t necessarily a right or wrong way of doing it. At the same time, if you’re running multiple channels and your customers are interacting with your brand or product through multiple touch-points, you need to have a solid understanding of the relative value of those interactions in order to make smarter decisions.

  • WE’VE USED A LAST CLICK MODEL FOR YEARS AND IT WORKS FOR US - WHY CHANGE?

    Plenty of businesses grew up on the returns of paid search and in that sense it’s not difficult to see why last click has fared so well. However, it’s not 2005 anymore; there are far more media channels, both paid and unpaid, through which your customers might arrive. The question to ask yourself is whether it is only the last click that can claim credit for a sale. More often than not, the answer will be no.

  • WHAT PROBLEMS WILL THIS SOLVE FOR MY BUSINESS?

    This workshop will equip you with an understanding of the relative value (and role) of different channels in the marketing mix. In turn, this should make you better able to make smarter marketing and budgeting decisions.

  • I ONLY RUN ADWORDS ADS, DO I NEED TO UNDERSTAND THE INS AND OUTS OF ATTRIBUTION?

    If you are a smaller advertiser running only one or two channels then this workshop is not for you. Whilst you would undoubtedly find the content interesting, it would be difficult to apply in your day-to-day. However if you are looking to scale and test new channels, then this could be extremely useful for you.

  • IS THIS THEORETICAL OR PRACTICAL? DO I NEED TO BE AN EXCEL NINJA?

    The workshop is very hands-on. There is Excel work on the second day; you need to be familiar with basic functions but don’t worry if pivot tables aren’t your thing – we will walk you through the more technical aspects of what we cover.

  • THERE ARE SO MANY FREE ONLINE RESOURCES – HOW CAN I JUSTIFY THE COST OF EXTERNAL TRAINING?

    As with most things that come free, you’re not going to get top quality. If you’re looking to advance your skills and take your abilities to the next level, you are going to need to invest in your training – otherwise you’re putting your advertising budget into the hands of someone who lacks a deep, comprehensive understanding of the channel. Don’t take that risk.

     

    A good way of looking at this is to compare the investment for the workshop against your media budget. If you’re spending a tenner a day then of course its not worth it, but if your budget is into the hundreds or thousands per month then the efficiency gained from the techniques you learn will generate a huge return for your business – which will far exceed of the cost of the course.

  • WE GET FREE TRAINING FROM OUR AGENCY AND/OR MEDIA OWNER - WHY WOULD WE PAY FOR IT?

    An agency is typically incentivised by how much you spend and keeping your business in the long-term. The money you spend on a platform goes straight into the media owner’s pockets, and they’re not going to teach you a fully comprehensive view of your channel for fear that you may eventually choose to move away from them.

    We offer truly impartial insights on how to maximise your investment from your chosen media channel and unbiased advice on where you need to improve.

Frequently asked questions

Upcoming Courses

October
23-24, 2018

Hatch:Attribution

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