- [Instructor] Okay, so we've got those pesky challenges…and problems out of the way.…Let's talk about how to evaluate solutions…that will work for you.…Now, marketing mix modeling is decades old,…yet there are a few stand-alone software tools that exist.…Custom models are common, meaning that…if you hire someone to do marketing mix modeling,…you are hiring that as a service project.…And don't get me wrong,…they will likely use tools,…but they aren't something that you login to,…like Google Analytics.…And that's changing.…And we looked at a few of those earlier examples,…but by and large, mix modeling is still a service.…Multi-touch attribution is the opposite.…
It has an entire software industry,…and the first ones really only appeared since about 2008,…Visual IQ and ClearSaleing being among the first.…The latest trend is to combine them,…this unified solution that brings you…the best of both worlds along with some budget optimization…and what-if scenario modeling, frequency capping, and so on.…A few recommendations here.…
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