Marketing Measurement 101: How to Accurately Measure Your Marketing ROI

Описание: Learn how to finally measure what’s really working in your marketing.
In this free, full-length course from Paramark, Founder & CEO Pranav Piyush breaks down every modern marketing measurement framework — from attribution to incrementality testing — used by top marketing teams today.

Whether you’re a CMO, growth leader, or performance marketer, this masterclass will help you understand when and how to use each measurement approach, how to interpret your data, and how to make smarter budget decisions.

What you’ll learn:
The difference between Attribution and Incrementality
How to choose the right Target Metric
The fundamentals of Marketing Mix Modeling (MMM)
How to design and interpret Incrementality Tests
What Conversion Lift is and how to use it correctly
Why experimentation is the future of marketing measurement

00:00 Introduction – Why Marketing Measurement Matters
02:00 Attribution vs Incrementality Explained
06:00 Understanding Organic Demand & Brand Equity
09:00 Multi-Touch Attribution: How It Works (and Its Flaws)
18:00 Self-Reported Attribution – “How Did You Hear About Us?”
25:00 Marketing Mix Modeling (MMM) – The Big Picture
33:00 Correlation vs Causation in Marketing
38:00 Inside a Marketing Mix Model (Data, Adstock & Saturation)
47:00 From Correlation to Causation – Incrementality Testing
54:00 Designing Geo Tests & Experiments That Work
01:03:00 Conversion Lift Testing (Meta, Google, LinkedIn)
01:12:00 The Best Marketing Measurement Frameworks