From the course: Introduction to Attribution and Mix Modeling
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Challenges and considerations - Google Analytics Tutorial
From the course: Introduction to Attribution and Mix Modeling
Challenges and considerations
- [Instructor] Okay, so we've considered the various models, we've looked at some analysis, and now it's time to think about how we're going to operationalize this. Now, I will admit this chapter won't be the flashiest: there's not a ton of cool data visualizations or fancy demos, but if you're serious about getting enterprise deployments done right, this is required reading. And, since it can greatly affect the future of your business, it's worth thinking it through, and we're going to try and get you off to a good start. So far, we've talked about the benefits of attribution and mixed modeling and I do believe that to be far more advantageous than gut feel marketing, but there are some challenges we have to think through and overcome, and for some reason, vendors aren't always quick to point them out. So that's what I'm here to do: try and help you avoid some of those pitfalls. There's a couple challenges around methodology. The first thing we talked about was the rules based…
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