- [Instructor] In the last video we talked about when you'd…choose one or the other, attribution versus mixed modeling.…Our conclusion was you often really need both.…This is a logical conclusion, and we've seen a big shift…toward tools that are highbred,…some are all the features on both sides.…Particularly on the mixed modeling side we're seeing the…more sophisticated vendors start to evolve beyond…the decades old mixed models and cover more…of the modern inputs.…This is an example of a tool vendor that we often utilize…for cardinal path clients who has developed a mixed modeling…technique called Ecosystem Modeling.…
On the left side is a traditional model, paid activity in,…sales out, and the model takes care of everything…in the middle to account for all of that as one.…And the right, we see the paid activity, but also the much…more granular touches.…So, perhaps you're led to interact on Twitter, or Facebook,…or watch YouTube videos, these indirect touch points are…not paid media, so they're not usually tracked in a…
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