From the course: Introduction to Attribution and Mix Modeling
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Why is attribution important? - Google Analytics Tutorial
From the course: Introduction to Attribution and Mix Modeling
Why is attribution important?
- [Narrator] It's probably no surprise to those of you watching this that marketing analytic software and services are absolutely skyrocketing. Since 2013 the sector has grown 62%, it now occupies an astounding 34% of the entire marketing budget and it continues to grow. So, why such a significant investment? Well, conventional measurement methods are incomplete, misleading, slow and just generally suboptimal. When we apply data science and advanced analytics to media measurement, marketing leaders can gain a critical advantage over their less sophisticated competitors. Research has shown time and time again, those who have a high level of digital marketing maturity are growing faster and more profitably. There are virtually no markets in 2017 where you can expect to operate with substantial inefficiencies relative to your peers and expect to remain competitive. With that, multi-touch attribution and marketing mix modeling are key components. In fact, a major market research firms…
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