Tracks & Modules


The DAC Learning Lab curriculum is organized around two primary tracks:

The Foundations Track is focused on the largest common denominator audience (brand managers, marketing directors, VPs). Workshops in this track improve understanding around the basics and fundamentals of data, measurement and analytics – including goals, strategies, techniques and tools. Foundations Track sessions cover topics from both modules described below.

The Executive Track explores important data, measurement and analytics trends and concepts for more experienced and executive level audiences. Content will arm marketing executives with the “must-know” information they need to make better business decisions. Executive Track sessions cover topics from both modules described below.

Curriculum Modules

DAC curriculum “Modules” cover subjects in three primary areas of marketing data, measurement and analytics (although topics will frequently be covered in more than one module).

  • The Measurement & Analytics Module includes topics such as:
    • Selecting the right measurement approach: How to value short/intermediate returns in relation to a longer time horizon & LTV.
    • Proving financial impact quantitatively: How to show the impact that marketing is having on growth, revenue, profits, margin and enterprise value. Determining which levers to pull in order to improve results.
    • Optimizing marketing programs: Understanding which marketing and advertising channels are working, which ones aren’t, and how to best allocate spending and appropriately apply the right kinds of attribution.
    • Measuring brand health: Calculating effects of marketing spend on brand recognition and health. Key drivers that improve brand growth.
  • The Data Module includes topics such as:
    • Data basics: Understanding the different types and sources of data and how they differ.
    • Data quality and integrity: The importance of data quality and making sure your data has integrity. Keeping data fresh, making it “3D” and knowing the attributes of data quality.
    • Data modeling: Key concepts for appropriately balancing scale, specificity and reach. The importance of transparency in proper data modeling.
    • Identity: The essence and importance of identity in marketing, its components and how it is achieved at scale. Customer graphs.
  • The Unified/Connected Analytics Module includes topics such as:
    • Combining marketing mix modeling (top down) analytics with multi-channel attribution (bottom up) to create a unified view of marketing performance form all angles.