Optimizing Search with Multi-Channel Attribution Modeling

Leverage multi-channel tools and attribution modeling for more insights.

16 min
Web Analytics & Testing

A lot of companies have increased their investments in online marketing because it is more measurable, as opposed to conventional media such as television. Tracking what leads to sales conversion, however, has become increasingly complicated. Everyone also knows last click or first click attribution are too simple to meaningfully represent today's omni-channel ultra-connected consumer. Indeed, they can steer you in the wrong direction. So it's not surprising that multi-channel tools and attribution modeling are one of the hot topics in digital analytics. However, as with any technology, insights don't just magically appear on their own, and you need to do some work.

You Will Learn

  • What different attribution models can and can't tell you
  • How to allocate your budget and set your targets
  • How customizing models with your marketing priorities in mind will deliver new insights to drive efficiency.
Instructor: Crispin Sheridan

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