Skills
Measuring marketing performance and attribution
Which channel actually brought this customer in? Attribution answers that question, and it decides how the budget is split. Without it, a marketing budget is allocated by habit; with it, by observed return.
Knowing where your customers come from
A customer rarely comes through a single channel: they see a video, search the company name, return via a link, and buy three weeks later. Attribution means honestly distributing credit across those steps, with an owned and documented model. That reading changes decisions: you stop funding only what closes and start funding what triggers as well. The programme teaches it on real campaigns, with the measurement tooling and the executive report it produces.
- Set a measurement plan and track a complete conversion funnel
- Choose an attribution model and own its effect on the budget
- Compare channel returns over one and the same time horizon
- Present a costed budget arbitration to a leadership team
Where you practise it
Each block combines input, workshop and assessed output. The year shown tells you when in the programme the skill actually comes into play.
| Teaching block | Programme | Taught hours | Year |
|---|---|---|---|
| Performance analysis and attribution | Digital Marketing | 200 h | Year 2 |
| Measurement and trade-offs | Digital Marketing Essentials | 10 h | Year 1 |
| Measurement and reporting | Community Management | 10 h | Year 1 |
| Commissioned campaign and placement | Digital Marketing | 60 h | Year 2 |
The scale of the learning
You design a brand's measurement plan and allocate its acquisition budget on observed returns. Four figures are enough to place a skill: blocks, hours, credits and certified outlets.
- teaching blocks
- 4
- of taught instruction
- 280 h
- credits in total
- 28
- professional qualifications concerned
- 3
Catalogue rule: one credit is twenty-five hours of work, ten of them taught.
- Digital Marketing
- 260 (93 %)
- Digital Marketing Essentials
- 10 (4 %)
- Community Management
- 10 (4 %)
The programmes concerned
Fees are stated in Guinean francs: per year for a long programme, as a single amount for a short course.
| Programme | Level | Duration | Fees |
|---|---|---|---|
| Digital Marketing | Bachelor's degree | 2 years | 4 600 000 GNF per year |
| Digital Marketing Essentials | Short course | 2 months | 1 100 000 GNF in total |
| Community Management | Short course | 2 months | 1 000 000 GNF in total |
Where it gains its worth
The same act is valued differently depending on the level of responsibility: the table makes that visible.
| Professional qualification | Target occupation | Level | Taught volume |
|---|---|---|---|
| Marketing Assistant and Community Manager | digital communications officer | 4 · Skilled employee and operative | 400 h |
| Chief Sales and Marketing Officer | sales director, marketing director | 7 · Expert and executive | 700 h |
| Digital Product Owner | product owner, digital project officer | 5 · Senior technician and supervisor | 700 h |
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