Master attribution and MMM

Overview

Last-click stopped working and your CFO still wants ROI per channel. Learn what to use instead at small, medium, and large scale, so attribution becomes a real answer, not a guess. Octo builds this course around your role, your experience, and what you already know, so the version you get isn't the same one a beginner across the hall is reading.

What you'll learn

By the end, you'll be able to do these, not just have read about them.

• 01

  Pick the right attribution model for your scale and stage

• 02

  Apply MMM honestly when last-click is no longer enough

• 03

  Reason about lift, geo experiments, and incrementality

• 04

  Bridge attribution into media decisions, not just dashboards

Suggested chapters

This is the typical chapter list. Your version is generated against your background and adapts as you go. It may compress, expand, or reorder these.

1. 01

   Foundations of Attribution & Marketing Mix Modeling

   The mental model and shared vocabulary you'll lean on for the rest of the course.

2. 02

   Core building blocks

   The handful of moves that show up everywhere, drilled until they feel obvious.

3. 03

   Working through real examples

   Applied patterns on examples close to the kind of work you actually do.

4. 04

   Edge cases & failure modes

   Where the simple version breaks, and how to recognize it before it bites you.

5. 05

   Putting it together

   Combining what you've learned into something end-to-end and defensible.

6. 06

   Capstone

   A small project tied to your real work that proves you can use the material, not just recall it.

Common questions

• Is this a fixed course, or is it built for me?

  Built for you. The chapter list below is a typical outline. Your actual course is generated against your role, experience, and what you already know, then adapts as you go.

• How long does it take?

  Most learners finish in 2–6 weeks at a normal pace, depending on the topic. Octo compresses where you're strong and slows down where you're weak.

• Is there a fixed schedule or cohort?

  No. You start when you start. There's no live session, no calendar, no deadline.

• Can I ask questions while I'm learning?

  Yes, every module has an AI Sidekick in the margin. Ask for a different example, push back, or get a clarifying analogy without leaving the page.

• What do I get at the end?

  A verifiable, HMAC-signed certificate with a public verify page. It records the modules passed, scores, and capstone, not just attendance.

• How much does it cost?

  Octo is in research preview, courses are open. We'll be transparent before pricing changes.