Join Corey Koberg for an in-depth discussion in this video Why is attribution important?, part of Introduction to Attribution and Mix Modeling.
- [Narrator] It's probably no surprise…to those of you watching this that marketing…analytic software and services are absolutely skyrocketing.…Since 2013 the sector has grown 62%, it now…occupies an astounding 34% of the entire marketing budget…and it continues to grow.…So, why such a significant investment?…Well, conventional measurement methods are incomplete,…misleading, slow and just generally suboptimal.…When we apply data science and advanced analytics…to media measurement, marketing leaders can gain…a critical advantage over their…less sophisticated competitors.…
Research has shown time and time again,…those who have a high level of digital marketing maturity…are growing faster and more profitably.…There are virtually no markets in 2017…where you can expect to operate…with substantial inefficiencies relative to your peers…and expect to remain competitive.…With that, multi-touch attribution…and marketing mix modeling are key components.…In fact, a major market research firms…said almost 2/3 of those surveyed were saying…
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