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LinkedIn Learning

How I Got Here

via LinkedIn Learning

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Overview

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Learn the techniques to accurately measure the impact of your marketing and advertising efforts.

Syllabus

Introduction
  • Measuring marketing performance
1. Multi-touch Attribution Models
  • Last-click attribution: The default model
  • Time decay and conversion lags
  • Linear attribution: Treating all touches equally
  • First-click models: From awareness to acquisition
  • Position-based models and assigning credit
  • Data-driven attribution and machine learning
  • Click windows and view-through conversions
2. Marketing Mix Modeling
  • Before and after an event: Trend analysis
  • Linear regression with a single variable
  • Variables with positive and negative correlations
  • Multivariable regression: Building your marketing mix model
  • Feature transformation with diminishing returns and adstocks
  • Statistical tests to validate your model's accuracy
  • Forecasting future scenarios for planning
3. Incrementality and A/B Testing
  • A/B testing for statistical significance
  • Bandit testing: Optimizing for results over accuracy
  • Geo and lift testing to prove incrementality
  • "How did you hear about us?": Surveys and panel studies
  • Working with multiple attribution methods
Conclusion
  • Continuing to improve your model accuracy

Taught by

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4.7 rating at LinkedIn Learning based on 429 ratings

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