From the course: Introduction to Attribution and Mix Modeling
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Software and skills - Google Analytics Tutorial
From the course: Introduction to Attribution and Mix Modeling
Software and skills
- [Instructor] Okay, so we've got those pesky challenges and problems out of the way. Let's talk about how to evaluate solutions that will work for you. Now, marketing mix modeling is decades old, yet there are a few stand-alone software tools that exist. Custom models are common, meaning that if you hire someone to do marketing mix modeling, you are hiring that as a service project. And don't get me wrong, they will likely use tools, but they aren't something that you login to, like Google Analytics. And that's changing. And we looked at a few of those earlier examples, but by and large, mix modeling is still a service. Multi-touch attribution is the opposite. It has an entire software industry, and the first ones really only appeared since about 2008, Visual IQ and ClearSaleing being among the first. The latest trend is to combine them, this unified solution that brings you the best of both worlds along with some budget optimization and what-if scenario modeling, frequency capping…
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