Join Corey Koberg for an in-depth discussion in this video When to use MMM or MTA, part of Introduction to Attribution and Mix Modeling.
- [Instructor] So when should I use mix modeling,…when should I use attribution?…Well, different needs require different solutions…and different methods and tactics…are going to deliver different results.…Attribution is going to help you peek under the hood…and understand how your users are consuming your media,…the paths they are taking, and the resulting actions.…Mix modeling, usually driven by a desire to optimize…media spend is going to help you figure out which channel…allocation is going to give you the highest result.…This budget optimization modeling and forecasting…is very often combined into the mix modeling exercise…such that you could not only know what is happening,…but what will happen if you adjust the budget so you can…hone in on that highest performing mix while accounting…for things like diminishing returns.…
And before we dive into the specific answers here,…it's important that you go in…knowing what your pillars are as a business.…The answers to these questions…are going to be something that only you can answer,…
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