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Course Description

When interacting with an advertisement, the data about a customer’s sequence of clicks provides valuable insight as to which ads are most successful based on future outcomes (i.e., conversions). In addition, to make the most opportune marketing decisions regarding the 4Ps (product, price, place, and promotion), randomized field experiments are commonly conducted to separate causality from correlation. In this lesson, you will explore how customers' click data can be used in attribution modeling to find which marketing activities yield the highest sales volume. You will also examine the setup and challenges of conducting large-scale field experiments for measuring advertising effectiveness.

Benefits to the Learner

  • Explore attribution modeling for marketing activities
  • Examine the setup and challenges of large-scale field experiments for measuring advertising effectiveness
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Type
self-paced (non-instructor led)
Dates
Dec 01, 2023 to Dec 31, 2030
Total Number of Hours
1.0
Course Fee(s)
Regular Price $0.00
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