From the course: Introduction to Attribution and Mix Modeling
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Rule-based models - Google Analytics Tutorial
From the course: Introduction to Attribution and Mix Modeling
Rule-based models
- In the previous example, we said that it's very interesting to know how a customer first became aware of your site or your brand, and then also, which media or channel was responsible for actually getting them to take action and convert, exposers and closers, so to speak. We used two very different models to get that value, and we did some mental math, to see how things changed from one to the other, as we switched from first interaction to last interaction, and upper funnel to lower funnel. But what if we were going to give credit to both of those activities, and arrive at a model that will give us that single amount of credit to each channel. What was this channel worth in terms of conversions? Instead of comparing those two different models, we can actually have this single model, this one down here, the position-based, which sometimes can be referred to as a U-shaped model. What it does, it looks at the position of each channel in the journey, and it applies credit, based on the…
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