Our November event was part 1 of a loose 2-part series (with part 2 coming in January, because not even attribution will get in the way of our annual holiday event in December!). For our November event, Jason Packer of Quantable walked through the basics of marketing channel attribution.
“Basics” undersells the content a bit. Among other aspects of the subject that Jason covered:
- How “attribution” questions often really turn out to be (cross-device / cross-session) user identification questions
- How even imperfect efforts at attribution (which all attribution will be) is still better than no attribution
- That “last click” is attribution… but it’s the form of attribution that is perhaps the closest to no attribution and the farthest from perfect attribution
- The two fundamental approaches to attribution: heuristic (the “pick your weighting” approach offered in the free version of Google Analytics) and data-driven, or algorithmic (if you’re working with Shapley values or Markov chains, then you’re in the data-drive world of attribution)
- That not all heuristic approaches are created equally, including an explanation as to why some make more intuitive sense than others
See the full slide deck below:
Or, check out a video of Jason’s presentation courtesy of Mixt Media:
Attribution 101Attribution. It’s been a hot topic for couple years now, and we all have heard that we should be doing it… but what exactly is it? And if last-click is so terrible, then why are so many of us are still using it? Before making any decisions about how to implement attribution analysis we need to understand what the basics are and what our options are.Join Jason Packer of Quantable Analytics (and 3rd place in the semi-annual cbuswaw organizer Connect Four tournament) as he takes us through topics like:– When do I need multi-touch attribution?– How do I get at the data in Google Analytics?– What’s the difference between data-driven and rules-based models?All of our Columbus WAWs are free of charge thanks to the generosity of our sponsors:TeamBuilder SearchAdeptClarivoyA/V support, including a Facebook livestream of the event, provided by Mixt Media.
Posted by Columbus Web Analytics Wednesdays on Wednesday, November 15, 2017
Some links for further reading: