- [Instructor] You can't get too far into…attribution modeling before the topic…of Marketing Mix Modeling,…known as MMM…or just Mixed Modeling comes up.…This chapter will be all about exploring…how they're alike,…how they're different,…and when we should use what.…So let's start by explaining how they relate to each other.…The most common description you'll see…of the Marketing Mix Modeling versus Attribution Modeling…is this idea of bottoms up versus top down.…So over on the left…we have attribution.…And the idea we've just been looking at this…for quite sometime here…is that we have channels coming in…from the top of the funnel…and conversions coming out the bottom of the funnel.…
And what we want to do is really understand…all the different touchpoints in between.…So we want to start down here at the conversions,…and we want to say,…Okay, I know this person converted,…what was the last click…and what was the last interaction we had before that?…What did they do before that?…And the idea is…we can start to trace this path.…
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