Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Attribution Modelling in Google Analytics and Beyond

Attribution Modelling in Google Analytics and Beyond

Sharma, Himanshu

Paperback

Business GeneralGeneral Computers

ISBN10: 1006407006
ISBN13: 9781006407000
Publisher: Blurb
Published: Sep 25 2026
Pages: 480
Weight: 2.80
Height: 1.30 Width: 8.00 Depth: 10.00
Language: English
Attribution modelling is the process of understanding and assigning conversion credit to marketing channels. The primary objective of attribution modelling is to understand the buying behaviour of your website visitors and to determine the most effective marketing channels for investment at a particular point in time. A lot has been said about attribution modelling over the years. However, talking about attribution is the easy bit. Implementing it is the real challenge. This book has been written to help you implement attribution modelling in your organisation. This expert guide will help your organisation think about marketing holistically. It will teach you to leverage the knowledge of attribution modelling while allocating your marketing budget and helping you understand your users' buying behaviour. In this book, there is a strong focus on using Google Analytics and other Google tools and technologies, such as Google Ads (AdWords). I have explained various attribution models mainly in the context of Google Analytics. However, a large portion of this book does not deal with Google Analytics at all. So even if you have never used Google Analytics before, you can still benefit from this book. To get the maximum benefit from this book, you will need a working knowledge of Google Analytics and ecommerce. No knowledge of statistics or traditional marketing mix modelling is required. Any person who wants to improve the online performance of their business and marketing campaigns should read this book. Online marketers, web analysts, and data scientists will benefit the most from this book. If you have a strong background in traditional marketing mix modelling you will benefit tremendously from this book because it will enable you to integrate attribution modelling data with your MMM data. By feeding the attribution modelling data to your MMM model you can truly measure your overall marketing effectiveness and fix attribution issues.

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