From the course: Introduction to Attribution and Mix Modeling
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Deploy and operationalize - Google Analytics Tutorial
From the course: Introduction to Attribution and Mix Modeling
Deploy and operationalize
- [Instructor] Okay so you've pondered your models, you've heard the challenges, and you've decided to forge ahead. You've looked at the different vendors and solutions. Now it's time to how to deploy and operationalize this within your organization which is an exciting and an important time. The first thing we'll want to think about is data availability. Think your tech stack. Marketing tech stacks are becoming more important, more complicated, and more expensive. You'll need to look at the stack you have right now and have a plan in place in what you plan to keep and what if anything will be upgraded. Now eventually your going to want to have at the ready your first party data. So think web analytics and other similar tools. Ad server logs, campaign taxonomy, which we talked about before, your media spend, and conversion data. That can be historical data, offline data, whatever your conversion data might be. Also want to think about from a data collection point of view, how long to…
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