Intelligent Attribution Modeling for Marketers

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Data and Analytics

Intelligent Attribution Modeling for Marketers [Certification Course]

Katie Robbert

Course Duration: 3.1 hours

Course Released: July 2020

Level: Intermediate

Lifetime access with membership

Certification Upon Completion

What is attribution analysis and why does every marketing executive demand it? In this practical guided tour of attribution analysis, Trust Insights cofounders Katie Robbert and Christopher Penn lead you through the different types of attribution models and the best practices for setting up your own analysis.

Required tech: Google Analytics with goals set up (and collecting data); Free Tableau public account

Optional tech: Google Data Studio

Note: Students should have a high-level understanding of all the digital marketing channels and how attribution works.

Course Level: Intermediate/Expert

In this course you will learn:

The 5 methods of attribution analysis

The 6C Data Quality Framework

How to structure your attribution analysis correctly

Course Curriculum

1

Welcome to the Course!
- A Message From Your Instructor
2

Chapter 1: Introduction
- Lesson 1: The Situation
- Lesson 2: Impacts of Poor Attribution
- Test Your Learning
3

Chapter 2: What Is Attribution
- Lesson 1: Definition
- Lesson 2: Attribution Lifecycle
- Test Your Learning
4

Chapter 3: Business Requirements
- Lesson 1: Requirements Gathering
- Lesson 2: Goals and Values
- Lesson 3: KPI Mapping
- Lesson 4: IT/System Infrastructure
- Lesson 5: MarTech Governance
- Test Your Learning
5

Chapter 4: Data Requirements
- Lesson 1: Data Quality
- Lesson 2: Data Storage
- Lesson 3: Data Inspection
- Lesson 4: Data Remediation
- Lesson 5: Data Extraction
- Lesson 6: Data Transformation
- Test Your Learning
6

Chapter 5: Model Selection
- Lesson 1: Out-of-the-Box Models
- Lesson 2: Custom Models
- Lesson 3: AI-Driven Models
- Lesson 4: Choosing a Model
- Test Your Learning
7

Chapter 6: Model Evaluation
- Lesson 1: Basic Quality Assurance
- Lesson 2: Qualitative Evaluation
- Lesson 3: Refinement
- Test Your Learning
8

Chapter 7: Model Deployment and Tuning
- Lesson 1: Reporting
- Lesson 2: Action Steps
- Lesson 3: Quantitative Evaluation
- Lesson 4: Re-Selection
- Test Your Learning
9

Chapter 8: Review
- Lesson 1: After-Action Review
- Lesson 2: Project Post-Mortem
- Lesson 3: Lessons Learned and Next Steps
- Test Your Learning
10

Next Steps...
- Closing Notes From Your Instructor
- More Resources For You
- Certification Exam
- Before You Go...

Meet Your Instructor

Katie Robbert

Katie Robbert is an authority on compliance, governance, change management, agile methodologies, and dealing with high-stakes, “no mistakes” data. As CEO of Trust Insights, she oversees the growth of the company, manages operations and product commercialization, and sets overall strategy. Her expertise includes strategic planning, marketing operations management, organizational behavior, and market research and analysis.

Co-Founder and CEO, Trust Insights

Meet Your Instructor

Christopher S. Penn

Christopher S. Penn is an authority on analytics, digital marketing, marketing technology, data science, and machine learning. A recognized thought leader, best-selling author, and keynote speaker, he has shaped five key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, marketing data science, and artificial intelligence/machine learning in marketing. As co-founder and Chief Data Scientist of Trust Insights, he is responsible for the creation of products and services, creation and maintenance of all code and intellectual property, technology and marketing strategy, brand awareness, and research and development.

Co-Founder and Chief Data Scientist, TrustInsights.ai

AI Academy is an online education platform that helps you understand, pilot and scale artificial intelligence.