Module 6 Overview

Theme

Measurement, attribution, and incrementality

Essential Question

What evidence shows marketing impact?

Module Components

• Book prose: conceptual framing, domain scenario, methods, and failure modes

• Assignment: evidence-backed production of a specific artifact

• Slides: presentation sequence for seminar or lecture delivery

• Narration: spoken version of the slide flow

• Instructor notes: facilitation plan, discussion prompts, and grading cues

• Rubric: criteria for evaluating the module artifact

• Notebook: executable lab aligned with the module theme using synthetic customer records with engagement, recency, spend, channel preference, and consent state

Module Artifact

customer insights package with segmentation, measurement design, and consent constraints focused on measurement, attribution, and incrementality: Compare attribution and incrementality approaches.

Professional Setting

Students work as if advising a growth team deciding how AI-generated customer insights should guide campaign targeting. Their work must be intelligible to marketing lead, analytics manager, privacy counsel, and customer experience owner.