Module 6: Measurement, attribution, and incrementality

Module 6: Measurement, attribution, and incrementality#

AINS6200 — AI for Marketing & Customer Insights

Essential Question#

What evidence shows marketing impact?

Core Moves#

  • Define the problem boundary

  • Identify evidence and assumptions

  • Build or evaluate the artifact

  • Communicate limits and next actions

Lab & Assignment#

Compare attribution and incrementality approaches.

Use the assignment notebook to turn lab evidence into a defensible recommendation.