From the course: Introduction to Attribution and Mix Modeling
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Custom models - Google Analytics Tutorial
From the course: Introduction to Attribution and Mix Modeling
Custom models
- [Instructor] Your marketing channels and media serve to accomplish your marketing strategy. The attribution model's a tool to help you understand if those marketing dollars and channels are, in fact, accomplishing your goals, and because everyone's goals are different, it also follows that not everyone will choose the same model, the same distribution weighting of credit. In the Google Analytics tool we've been looking at, they give us the ability to create our own custom models. Let's take a look at how that works with a quick example. I started out here before with this position based model. I'm going to come down here and create a new custom model. Let's go back to that position base one here, the U-shaped one as we called it. And the first thing I need to do is give it a name. So I'm going to actually start this as a base U, and I can call this whatever I want. Position, it's position based. And exclude direct, brand and give it a 90 day look-back. We'll look at what that all…
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