Attribution methods
MTA Lens for Paid Search
Build defensible multi-touch readouts for paid search without pretending the model is ground truth.
¥118,000 informational
5 live sessions + 2 async labs · Cohort
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Narrative
Operators learn to translate multi-touch outputs into channel language executives recognize. Labs focus on path stitching caveats, overlap with platform reporting, and how to narrate uncertainty without losing credibility.
Included modules
- Path stitching walkthrough with anonymized samples
- Comparison grid: platform vs internal MTA outputs
- Role-play briefings for demand-gen partners
- Template pack for weekly readouts
- Office hours on signal loss and consent windows
- Checklist for when MTA should not be cited
- Sandbox data generator for practice narratives
Outcomes
- Produce a one-page paid search contribution brief with explicit caveats.
- Pick the right MTA visualization for cross-team reviews.
- Flag three common misreads before they reach leadership slides.
Responsible mentor
Haruna Sato
Measurement Director with a decade in growth ops across APAC cohorts.
Participant questions
Helpful but not mandatory—we ship synthetic sets for practice. Real exports accelerate week three only.
Experience notes
The MTA Lens workbook forced us to name where stitching breaks—finally stopped treating the dashboard like a verdict.
Short, blunt modules. Wanted one more async block on consent banners, but the paid search brief template is now our default.