- [Tutor] So far we've used examples only…of free tools that are available to anyone.…But most tools in the attribution…and marketing mix modeling space do have a cost associated.…This next feature makes sense to include here…because it's the next step up…from the free Google Analytics we've looked at so far,…but I do want to point out…that it's part of the Analytics 360,…formally known as Google Analytics Premium Package…and so there is a cost.…So far we have looked at some analysis…around the customer journey…and we've talked about some different models…you can employ to better understand…if your marketing channels are performing optimally.…
The models we've looked at so far,…particularly the built-in ones,…they're really easy to use…but they aren't particularly robust,…and they're somewhat arbitrary in which one you choose.…The traditional answer of how to choose a model is…that you should try one,…see if it aligns to your goals,…look at the channel performance it describes.…Now adjust your spend based on…what those models indicate is successful,…
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