Attribution Modeling

Complete Course Syllabus

• 1
  The Attribution Problem

  Why Last Click is lying to you.
• 2
  Standard Models

  First Click, Last Click, Linear, and Time Decay.
• 3
  Position Based

  The U-Shape model valuing discovery and closing.
• 4
  Data-Driven

  Using ML to assign credit dynamically.
• 5
  Technical Tracking

  UTMs, pixels, and the impact of privacy changes.

Estimated completion time: 21 lessons • Self-paced learning • Lifetime access