From the course: Marketing Attribution and Mix Modeling

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Working with multiple attribution methods

Working with multiple attribution methods

From the course: Marketing Attribution and Mix Modeling

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Working with multiple attribution methods

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- [Instructor] What every executive wants is a single source of truth when it comes to attribution. Unfortunately, the ground truth, or the real impact of every channel and campaign, can't actually be measured directly. We can only estimate the truth. Therefore, it's important to note that every attribution model is flawed in some way. To accurately measure performance, you need to learn how to use multiple methods and how they fit together, as well as understanding their benefits and limitations in various scenarios. If you're just getting started, you can default to last click. It's not going to get you into too much trouble. Then you want to layer on a multiple touch attribution and move towards a data-driven model. You also want to start calibrating your data-driven attribution with marketing mixed modeling. This is going to give you good rules of thumb to show you incrementality, and will allow you to expand to…

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