Join Corey Koberg for an in-depth discussion in this video Rule-based models, part of Introduction to Attribution and Mix Modeling.
- In the previous example, we said…that it's very interesting to know how a customer…first became aware of your site or your brand,…and then also, which media or channel was responsible…for actually getting them to take action and convert,…exposers and closers, so to speak.…We used two very different models to get that value,…and we did some mental math,…to see how things changed from one to the other,…as we switched from first interaction to last interaction,…and upper funnel to lower funnel.…But what if we were going to give credit…to both of those activities,…and arrive at a model that will give us…that single amount of credit to each channel.…
What was this channel worth in terms of conversions?…Instead of comparing those two different models,…we can actually have this single model,…this one down here, the position-based,…which sometimes can be referred to as a U-shaped model.…What it does, it looks at the position of each channel…in the journey, and it applies credit,…based on the rules.…So the default model is going to apply credit…
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