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LinkedIn Learning

Introduction to Attribution and Mix Modeling

via LinkedIn Learning

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Overview

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Discover how to analyze marketing data with models. Learn about some of the most common attribution models, explore best practices for using different models, and more.

Syllabus

Introduction
  • Welcome
1. Get Started
  • What is multi-touch attribution (MTA)?
  • Why is attribution important?
2. Attribution Models
  • Last click: The one everyone knows
  • First click and linear models
  • Rule-based models
  • Custom models
  • Analysis: Upper funnel and pathing
  • Data-driven models
3. Marketing Mix Modeling
  • Overview of marketing mix modeling (MMM)
  • When to use MMM or MTA
  • Holistic view: Unified attribution and MMM
  • TV and search, frequency capping, and budget optimization
4. Evaluate and Deploy
  • Challenges and considerations
  • Software and skills
  • Data quality basics: Campaign tagging and data prep
  • Deploy and operationalize
Conclusion
  • Next steps

Taught by

Corey Koberg

Reviews

4.6 rating at LinkedIn Learning based on 187 ratings

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