Customer Attribution Models Training Course
Course Overview
| Course Title | Customer Attribution Models Training Course |
| Organization | Tech For Development (T4D) |
| Venue | Tech For Development (T4D) Training Center along Tala Road, Runda, Nairobi |
| Duration | 5 days |
| Target Industries |
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| Target Job Roles |
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| Course Fees (Face-to-Face) | USD 1,100/KES 75,000 (Exclusive of VAT) |
| Course Fees (Virtual) | USD 1,000/KES 70,000 (Exclusive of VAT) |
| Training Modes | Virtual and face-to-face training |
| Payment | Payment should be made to the Tech For Development (T4D) bank account on or before the start of the course |
| Accreditation | Tech For Development Certificate of Course Completion |
Course Overview
This training course equips participants with the knowledge and practical skills to analyze, design, and apply customer attribution models across multi-channel marketing campaigns. Participants will learn how to measure the impact of different touchpoints, apply rule-based and data-driven models, and use tools like GA4, Power BI, and Excel to evaluate marketing ROI. The course emphasizes hands-on practice and real-world case studies so participants can confidently optimize spend and performance.
Course Duration
5 Days
Target Audience
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Marketing Analysts & Data Specialists
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Digital Marketing Managers
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Sales & Revenue Optimization Teams
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Business Intelligence Professionals
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Agency and in-house marketing strategists
Personal Impact
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Gain practical attribution modeling skills for career growth.
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Learn to use GA4, Excel, and BI tools for customer journey analytics.
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Improve ability to justify marketing spend with data-backed insights.
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Enhance decision-making with multi-channel ROI evaluation.
Organizational Impact
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Improved marketing efficiency through data-driven attribution.
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Better allocation of budgets across channels, campaigns, and touchpoints.
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Stronger visibility into customer journey and conversion paths.
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Enhanced accountability and ROI tracking across teams.
Course Objectives
By the end of this course, participants will be able to:
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Understand different attribution models and when to apply them.
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Use Google Analytics 4, Power BI, and Excel for attribution analysis.
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Implement and test first-touch, last-touch, linear, and time-decay models.
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Apply data-driven and AI-powered attribution models for deeper insights.
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Present attribution insights effectively for executive decision-making.
Course Modules
Course Outline
Module 1: Foundations of Customer Attribution
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Understanding the customer journey and multi-channel marketing
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Attribution basics: why it matters for ROI and decision-making
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Overview of attribution models: rule-based vs. data-driven
Case Study: Mapping a multi-channel attribution path in Excel
Module 2: Rule-Based Attribution Models
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First-touch and last-touch attribution
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Linear and position-based attribution models
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Time-decay model for weighted journeys
Practical Exercise: Compare ROI across models in Power BI
Module 3: Data-Driven Attribution (DDA) & AI Tools
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Introduction to DDA in Google Analytics 4
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AI-driven attribution with predictive modeling
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Leveraging machine learning for customer insights
Exercise: Apply GA4 data-driven attribution to campaign performance
Module 4: Multi-Channel Attribution Dashboards
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Building attribution dashboards in Power BI
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Integrating data sources: CRM, GA4, Ads platforms, social media
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Visualizing conversion paths and touchpoints
Case Study: Developing a cross-channel attribution dashboard
Module 5: Presenting Insights & Capstone Project
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Best practices for communicating attribution findings
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Using attribution to guide budget reallocation and strategy
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Common pitfalls and troubleshooting data challenges
Capstone Project: Build a customer attribution model (Excel + Power BI) and present ROI insights
Course Administration
Methodology
Instructor-led sessions use a blended learning approach combining presentations, guided practical exercises, web-based tutorials, and group work, delivered by seasoned industry experts. All facilitation and course materials are in English, so participants should be reasonably proficient in the language.
Accreditation
Upon successful completion of this training, participants will be issued a Tech For Development Certificate of Course Completion certified by the National Industrial Training Authority (NITA).
Training Venue
The training will be held at the Tech For Development Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
Accommodation & Airport Transfer
Arranged upon request.For reservations contact the Training Officer:
Email: [email protected]
Phone: (+254) 790 824 179
Tailor-Made
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our T4D Training Centre or at a convenient location.
Payment
Payment should be transferred to the T4D account through a bank on or before the start of the course. Send proof of payment to [email protected].
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