Join Corey Koberg for an in-depth discussion in this video Deploy and operationalize, part of Introduction to Attribution and Mix Modeling.
- [Instructor] Okay so you've pondered your models,…you've heard the challenges, and…you've decided to forge ahead.…You've looked at the different vendors and solutions.…Now it's time to how to deploy and…operationalize this within your organization…which is an exciting and an important time.…The first thing we'll want to…think about is data availability.…Think your tech stack.…Marketing tech stacks are becoming more important,…more complicated, and more expensive.…You'll need to look at the stack…you have right now and have a plan in place…in what you plan to keep and what…if anything will be upgraded.…Now eventually your going to want to…have at the ready your first party data.…
So think web analytics and other similar tools.…Ad server logs, campaign taxonomy,…which we talked about before, your…media spend, and conversion data.…That can be historical data, offline data,…whatever your conversion data might be.…Also want to think about from a data collection…point of view, how long to collect…the data before you can start getting answers.…
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