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Introduction to Attribution and Mix Modeling

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