English | 2021 | ISBN: ‎ B09H5YMDYS | 501 pages | pdf, epub, azw3 | 24.11 MB

For many people, Attribution Modelling is still a mumbo jumbo.

They may have heard about it somewhere. And they may have a vague idea of what it is but they don't really know how to use and benefit from it.

And that is because attribution modelling is full of jargon.

We have got '
', we have got '
', '
'.

We have got '
', we have got '
'.

Then we have got dozens of different
,
,
.

And then under each attribution window, conversion window and attribution model, we can have a range of different
and
.

Then we have got different types of cost per acquisitions (CPA) like
,
,
,
.. and the list goes on and on.

And the biggest headache of all is to
All of this has made web analytics and optimization incredibly hard and complex.

However, you need to learn all of this attribution modelling jargon. And not just learn it but truly understand it, if you want to remain relevant in the current marketplace and in demand.

Attribution modelling is the process of understanding and assigning conversion credit to marketing channels.

The
is to understand the buying behaviour of your website visitors and to detee the most effective marketing channels for investment at a particular point in .

A lot has been said about attribution modelling over the years. However, talking about attribution is the easy bit. Implementing it is the real challenge.

This book has been written to help you implement attribution modelling in your organisation.

This expert guide will help your organisation think about marketing holistically. It will teach you to leverage the knowledge of attribution modelling while allocating your marketing budget and helping you understand your users' buying behaviour.

In this book, there is a strong focus on using Google Analytics and other Google tools and technologies, such as Google Ads.

Any person who wants to improve the online performance of their business and marketing campaigns should read this book. Online marketers, web analysts, and data scientists will benefit the most from this book.

I have explained various attribution models mainly in the context of Google Analytics. However, a large portion of this book does not deal with Google Analytics at all.

So even if you have never used Google Analytics before, you can still benefit from this book.



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