Join Corey Koberg for an in-depth discussion in this video TV and search, frequency capping, and budget optimization, part of Introduction to Attribution and Mix Modeling.
- [Narrator] Now besides this cool stuff…unifying mixed modeling attribution,…some of the vendors are doing some real…interesting things pulling in other channels as well.…Google has taken advantage of their very unique…data set to create a product within their…Google Attribution 360 line, called TV Attribution.…Now so far, we've looked at website analytics…and we've got media that drives directly to sales…when mixed modeling and looked at a few of those options…but in this case, we don't have clear end-points…under our control.…So let's say, for example that Tesla announces…a new solar-powered car and they announce…this with a series of TV spots.…
You might be curious and learn about this…so you do a Google search.…Now that Google search takes you to an article…by the Wall Street Journal discussing the details…of the upcoming product.…Now Tesla would obviously like to know…that their TV spot drove you to action…and that you wanted to learn more.…There's no product for sale yet…so sales data doesn't exist.…You didn't actually go to the Tesla website…
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