- [Instructor] So, I admit, as an analytic consultant…this quote has gone through my head a couple of times…and it's both comforting and depressing to see…that Mr. Babbage suffered the same problems…in his computational machines then, in 1864,…as we do now with ours.…Garbage in, garbage out.…If you put the wrong figures into the model…you can not expect the right figures to come out.…Data quality is paramount,…but luckily it's really not too hard.…Now, before you go investing money in an attribution tool…or anything else, make sure you have your house in order.…
If you don't know if your house is in order…invest in an audit from a qualified professional…to tell you how you need help and where.…Time and resources invested now will save you tons later…because it's not just about the delays…it's about getting the wrong guidance from a tool…that doesn't have accurate or complete data.…So if you want your tools to understand…these various sources…and be able to have this level of granularity…of sources, media, campaigns…
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