From the course: Excel: Market Research Strategies

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Advertising attribution and identity

Advertising attribution and identity - Microsoft Excel Tutorial

From the course: Excel: Market Research Strategies

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Advertising attribution and identity

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- [Instructor] Attribution is the term for understanding how much credit advertising should get for driving a sale. In other words, how do we separate out customers that would have bought anyway, from customers who are induced to buy due to our advertising? Excel can help with this. I'm in the 02_06 begin Excel file. Now, what we've got here is a set of hypothetical financials for a company called Red30. And in particular, we've got revenue and net income for the full fiscal year, 2017. Against that, we've also got our standard marketing expenses broken down, based on different categories. And off course, if you're a marketing professional many of these will look familiar to you. We've got our online advertising, our television and radio ads, our printed ads, sponsored content and then a variety of others. And we can even drill down and look at more isolated examples like social media spend in particular areas etc. Now for…

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