From the course: Introduction to Attribution and Mix Modeling
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Data-driven models - Google Analytics Tutorial
From the course: Introduction to Attribution and Mix Modeling
Data-driven models
- [Tutor] So far we've used examples only of free tools that are available to anyone. But most tools in the attribution and marketing mix modeling space do have a cost associated. This next feature makes sense to include here because it's the next step up from the free Google Analytics we've looked at so far, but I do want to point out that it's part of the Analytics 360, formally known as Google Analytics Premium Package and so there is a cost. So far we have looked at some analysis around the customer journey and we've talked about some different models you can employ to better understand if your marketing channels are performing optimally. The models we've looked at so far, particularly the built-in ones, they're really easy to use but they aren't particularly robust, and they're somewhat arbitrary in which one you choose. The traditional answer of how to choose a model is that you should try one, see if it aligns to your goals, look at the channel performance it describes. Now…
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