- [Corey] Attribution modeling is a vast topic…and by no means have we covered all of it here.…Hopefully, we've given you an introduction…that provides a base on which to build your knowledge…and go into further investigation,…understanding the concepts and the terminology…that you are bound to hear.…Here are a few additional places to start that journey.…Our data science team at Cardinal Path offers a ton…of free educational content on our blog…so I encourage you to start there.…Avi Nash's blog is always a great resource…and he's written a lot on attribution over the years.…This is by no means an exhaustive vendor list,…but it's one that I feel is most appropriate…for folks likely to be listening to this video.…
It's not in any order of priority, just alphabetical.…I wish you the best on your journey into this amazing topic…and if you have any feedback for me,…I'd love to hear from you on Twitter or an email.…
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