- [Instructor] So here, we're going to run through…some of the common models available to you…in the popular analytics and attribution modeling tools.…And of course, the first place we're going to start…is the most common of all,…the Last Click, or Last Interaction model.…This model's a subject of much ire…because it doesn't really tell you the full story.…But the truth is, if you had to pick one model,…it's not the worst choice.…And there are valid reasons why it's the default model.…Let's back up a step and talk about what it means.…We touched on this idea earlier;…we introduced attribution.…The problem with Last Click is really what drives…most folks to seek out attribution solutions…in the first place.…
Let's look at this example of two visitors.…Each visitor has multiple sessions in the primary channel…for each as indicated here.…Now in this case, we're thinking of this…in a web analytics environment, where channels…are leading to website visits, and the goal…is an online purchase, indicated there…by the Checkout icon.…
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