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
Skill Level Intermediate
- [Corey] Hi, I'm Corey Koberg and welcome to this course on attribution modeling. The number one thing I hear from clients about attribution is, "I know I need to be investing in attribution modeling, "I just don't know where to start. "I hear these claims from vendors "and all the different types of tech, "and I just need someone to break it down for me." And that was the inspiration for this course, to try to give you the lay of the land so you can attack your project with a solid foundation. I'll start by talking about what attribution models are and walking through a few of the more common ones. We'll then talk about how to tackle offline data and how attribution modeling and marketing mixed modeling work together, as well as touch on TV attribution, frequency capping, and budget optimization.
We'll then talk about how to ensure you're ready to face the challenges of deploying this into an organization and an action plan to make that go as smooth as possible. It's a big topic, so let's get started.