Marketing Attribution and Mix Modeling

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Michael Taylor

1:38:58

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[1] Introduction

[1] Measuring marketing performance.mp4

01:00

[2] 1. Multi-touch Attribution Models

[1] Last-click attribution The default model.mp4

01:54

[2] Time decay and conversion lags.mp4

02:42

[3] Linear attribution Treating all touches equally.mp4

02:14

[4] First-click models From awareness to acquisition.mp4

02:41

[5] Position-based models and assigning credit.mp4

02:14

[6] Data-driven attribution and machine learning.mp4

02:04

[7] Click windows and view-through conversions.mp4

03:37

[3] 2. Marketing Mix Modeling

[1] Before and after an event Trend analysis.mp4

04:40

[2] Linear regression with a single variable.mp4

06:04

[3] Variables with positive and negative correlations.mp4

05:45

[4] Multivariable regression Building your marketing mix model.mp4

11:30

[5] Feature transformation with diminishing returns and adstocks.mp4

10:27

[6] Statistical tests to validate your model's accuracy.mp4

12:47

[7] Forecasting future scenarios for planning.mp4

11:25

[4] 3. Incrementality and AB Testing

[1] AB testing for statistical significance.mp4

03:37

[2] Bandit testing Optimizing for results over accuracy.mp4

04:32

[3] Geo and lift testing to prove incrementality.mp4

03:02

[4] How did you hear about us Surveys and panel studies.mp4

02:08

[5] Working with multiple attribution methods.mp4

03:26

[5] Conclusion

[1] Continuing to improve your model accuracy.mp4

01:09

Description

Marketing attribution is a critical but complex topic, and it’s only getting harder to decode what’s driving your marketing performance and decide where you invest your limited marketing budget. Getting it right can give you a significant competitive advantage, but if you make the wrong decisions, you can’t buy your way to success. In this course, Michael Taylor shares a practical approach to the complex analysis technique of marketing mix modeling to help marketers accurately measure the impact of their marketing and advertising efforts. Michael covers key aspects like multi-touch attribution models, marketing mix modeling, and incremental and A/B testing. To demonstrate the intricacies of mix modeling, he shares a practical exercise file so that you'll be equipped to make the right marketing investments that drive sales and profit.

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Internet Marketing

Michael Taylor

Instructor's Courses

Data-driven, technical marketer with 10 years experience and $50m optimized across paid and organic channels. Co-Founded Ladder.io and grew it to 50 people, with clients like Monzo Bank, Booking.com and Time Out. Now building a simulator-based course on marketing mix modeling at vexpower.com.

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