From the course: Introduction to Attribution and Mix Modeling
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Holistic view: Unified attribution and MMM - Google Analytics Tutorial
From the course: Introduction to Attribution and Mix Modeling
Holistic view: Unified attribution and MMM
- [Instructor] In the last video we talked about when you'd choose one or the other, attribution versus mixed modeling. Our conclusion was you often really need both. This is a logical conclusion, and we've seen a big shift toward tools that are highbred, some are all the features on both sides. Particularly on the mixed modeling side we're seeing the more sophisticated vendors start to evolve beyond the decades old mixed models and cover more of the modern inputs. This is an example of a tool vendor that we often utilize for cardinal path clients who has developed a mixed modeling technique called Ecosystem Modeling. On the left side is a traditional model, paid activity in, sales out, and the model takes care of everything in the middle to account for all of that as one. And the right, we see the paid activity, but also the much more granular touches. So, perhaps you're led to interact on Twitter, or Facebook, or watch YouTube videos, these indirect touch points are not paid media…
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