Join Corey Koberg for an in-depth discussion in this video Custom models, part of Introduction to Attribution and Mix Modeling.
- [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 means in just a second.…So the first thing we saw is we got to tell it…
In this course, marketing expert Corey Koberg dives into the basics of attribution and mix modeling. Corey explains what the models are and goes over a few of the most common ones. He shows how to approach offline data, goes into how attribution modeling and marketing mix modeling (MMM) work together, and shares best practices for using different attribution models. Plus, he walks through the challenges you may face when you start analyzing marketing data with models, and goes over an action plan that can help to ensure that your deployment goes as smoothly as possible.
- Determining why attribution is important
- Reviewing last click, first click, linear, rule-based, custom, and data-driven models
- Deciding when to use MMM or multi-touch attribution
- Considering challenges
- Evaluating and deploying