User Journeys and Attribution Modelling for Paid Media



In this session we guide teams through the process of developing a user personas and develop a user journey for each persona. We then map digital media touch-points to the user journey. Lastly, attribution modelling is explained, and we put together a multi-touch attribution model for each persona and user journey.



  • Learn how to develop customer personas (with template provided)
  • Learn how to do user journey mapping for paid media
  • Be more strategic and effective with your paid media content planning and targeting

Evidence of learning

Participants develop a user journey and multi-touch attribution model for a particular marketing objective

*This class is part of the Digital Advertising Course.