- [Teacher] So previously, we looked at the standard…default model, which most folks don't even realize is…actually a model for how to apply credit, but it is.…And the problem with that model, last click,…and why it may not be a true representation of the value…of each channel, is that it gives no credit to the source…that actually first created the interaction.…And that's a problem, of course, because much of my job…as a marketer is to get my brand on your radar.…To rise above all the thousands of other brands screaming…for your attention and get you to check out my products.…Now which channel got that done is valuable…information to understand as a marketer.…
So looking back at our previous example, we have this…Visitor 1 here, and they came through to these things.…Now the idea here is that we would…look for a first click attribution.…So what we're looking for here is the first click;…in this case, clearly Organic Search is one of those.…For the second one down here, it kind of depends.…Again, we have the social view-through,…
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