Digital Marketing Analytics & Measurement: Attribution Modelling
Understand how to evaluate the true value of your digital marketing activity using web analytics goals and attribution modelling, from The Open University and Target Internet.
Who is the course for?
This course is ideal for those who are interested in using web and channel analytics to get more from their digital marketing activity.
It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.
What topics will you cover?
The role of goals and going beyond last click
Setting up web analytics goals
Web analytics goals reports
Attribution modelling in perspective
Multi-channel funnel reports
Attribution modelling models: benefits and limitations
What will you achieve?
By the end of the course, you‘ll be able to…
Evaluate the importance of goals and the limitations of volume-based metrics
Demonstrate how to set up and customise goals to be aligned with your organisational objectives
Identify the role of contribution modelling in going beyond last-click attribution
Evaluate the different attribution models available and their benefits and limitations
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