Introduction to Attribution and Mix Modeling

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.

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