- [Instructor] So, what is Multi-Touch Attribution?…Well, attribution is a word we hear all the time,…but what does it really mean to a modern marketer?…The truth is lots of folks use it…to mean many different things,…but I want to pack a few of those things here…so you can figure out what it means to you…and your business.…Let's take a look at one of the most basic examples.…Step one, we're going to search for a product on Google.…Step two, we're going to visit the website for that product…by clicking on a paid search ad.…Step three, purchase.…And Google Analytics and other web analytics tools…can measure this kind of performance very well.…
You visit the site, you check out,…and the credit's going to go to the ad or the referring site…or whatever thing drove you to the site…where you then checked out.…And here we see an example of that.…These are all the various channels…and how many times they led to both visits and transactions…and the dollar amounts for those transactions…are going to be attributed back to those channels,…
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