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1
Welcome to the Course!
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A Message From Your Instructor
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Chapter 1: Introduction
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Lesson 1: The Situation
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Lesson 2: Impacts of Poor Attribution
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3
Chapter 2: What Is Attribution
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Lesson 1: Definition
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Lesson 2: Attribution Lifecycle
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4
Chapter 3: Business Requirements
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Lesson 1: Requirements Gathering
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Lesson 2: Goals and Values
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Lesson 3: KPI Mapping
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Lesson 4: IT/System Infrastructure
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Lesson 5: MarTech Governance
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5
Chapter 4: Data Requirements
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Lesson 1: Data Quality
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Lesson 2: Data Storage
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Lesson 3: Data Inspection
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Lesson 4: Data Remediation
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Lesson 5: Data Extraction
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Lesson 6: Data Transformation
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6
Chapter 5: Model Selection
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Lesson 1: Out-of-the-Box Models
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Lesson 2: Custom Models
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Lesson 3: AI-Driven Models
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Lesson 4: Choosing a Model
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7
Chapter 6: Model Evaluation
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Lesson 1: Basic Quality Assurance
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Lesson 2: Qualitative Evaluation
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Lesson 3: Refinement
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8
Chapter 7: Model Deployment and Tuning
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Lesson 1: Reporting
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Lesson 2: Action Steps
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Lesson 3: Quantitative Evaluation
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Lesson 4: Re-Selection
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9
Chapter 8: Review
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Lesson 1: After-Action Review
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Lesson 2: Project Post-Mortem
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Lesson 3: Lessons Learned and Next Steps
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10
Next Steps...
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Closing Notes From Your Instructor
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More Resources For You
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Certification Exam
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Before You Go...
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