Digital Marketing Analytics & Measurement: Attribution Modelling

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Level

Beginner

Certificate

Paid

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Free

Last updated on June 13, 2024 12:08 am

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.

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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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    Digital Marketing Analytics & Measurement: Attribution Modelling
    Digital Marketing Analytics & Measurement: Attribution Modelling
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