This training is designed for marketing, growth, analytics, and finance teams who are responsible for making — or influencing — media investment decisions. It’s particularly valuable for CMOs, Heads of Growth, Performance Leads, and agency leaders who need to understand how attribution, incrementality, and MMM should inform strategy, not just reporting.

It’s intentionally both. The education explains how measurement works at a practical level, but always ties back to why it matters for decision-making. Technical concepts are broken down in a way that non-technical stakeholders can follow, while still holding up for experienced analysts and practitioners.

Yes. Most education engagements are tailored to the team, business model, and channels involved. Sessions can be customized using your real performance questions, data structure, and operating constraints — ensuring the learning is immediately applicable, not theoretical.

Yes. M-Squared works with both in-house teams and agencies. In-house sessions often focus on internal alignment and decision frameworks, while agency training is designed to support better client advisory, measurement strategy, and performance interpretation. Sessions can also be run jointly with brands and their agency partners.