YoVDO

How I Got Here

Offered By: LinkedIn Learning

Tags

Career Development Courses Entrepreneurship Courses Motivation Courses Creativity Courses Perseverance Courses

Course Description

Overview

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

LinkedIn News

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