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Gain in-depth insight into what cross-channel marketing attribution is, the different attribution models and how you can apply these to your business to achieve improved campaign performance and ROI.

In the Masterclass you will learn how to design a persona and customer journey which links both on and offline activity and discover how to apply lead scoring. You will build your knowledge on how marketing attribution can support your sales funnel and channel selection across the buying cycle and how to measure it to achieve improved performance.

Using best practice and case studies you will learn how to develop a marketing attribution execution strategy which supports conversion and provides you with a full view across all your marketing activity.

Who should attend?

Marketers who are responsible for delivering campaigns across channels and need to demonstrate continuous improvement in ROI and would like to learn more about how marketing attribution can support them.

Learning outcomes

  • Understand the different marketing attribution models and confirm which model is best for your business
  • Learn how to build a marketing attribution execution strategy
  • Develop and create a persona and customer journey linked to both on and offline activity and aligned with lead scoring
  • Create a sales funnel focused on measurement, channel prioritisation and aligned to the customer buying cycle
  • Build awareness of the MarTech landscape & learn through case studies and best practice
  • Identify the roles needed within the marketing team to support execution
  • Using data and marketing analytics improve performance over time
  • Align marketing spend to channel performance and deliver improved ROI

Course Dates

Start Date Duration Location
14 Mar 2024 2d Virtual
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27 Jun 2024 2d Virtual
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Course Director

Sarah Jones

Sarah specialises in the development and implementation of marketing strategies that accelerate revenue, profit, and value for business. She is highly skilled in strategy, digital marketing, digital transformation, data, CRM, multi-channel marketing, ABM, campaign management, metrics and automation. Working in B2C and B2B across sectors, Sarah has held senior leadership roles with brands including Asda, Mars, Experian, Regus, Pfizer (Wyeth) & BOC. As well as running her business, Sarah is a consultant and trainer for the Chartered Institute of Marketing (CIM), is a regular public speaker, and appears on radio and industry panels to explore how marketing can be used to deliver business growth and ROI.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


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