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Course Description

A consumer's path to purchase is complex, and thus advertisers often default to giving or attributing all the credit of a sale to the final touchpoint before a customer makes a purchase. But what about that ad that a customer saw on social media months before the purchase? Or a past email promotion that a customer still remembers and thinks to act on months later? In this lesson, you will use the four attribution models that will make you much more knowledgeable about which channels are resulting in revenue for your company. In this lesson, you will also learn how to design a good randomized controlled trial. You will learn to use RCTs to complement and support the effectiveness and efficiency metrics to optimize your digital advertising spending.

Benefits to the Learner

  • Attribute advertising outcomes to specific channels by applying attribution models
  • Compare digital advertising campaigns using random control testing methods
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Enroll Now - Select a section to enroll in
Type
self-paced (non-instructor led)
Dates
Mar 05, 2019 to Dec 31, 2030
Total Number of Hours
1.0
Course Fee(s)
Regular Price $0.00
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