The Digital Marketing Podcast The Danger of Attribution Modelling
Dec 22, 2023
Podcast explores the dangers of attribution modelling, including overlooking external factors and over-reliance on data. It discusses Google's encouragement to trust AI for attribution and improvements in GA4. The benefits and features of Google Analytics, including smart attribution system, are highlighted. Using both first and last session reports for a balanced view and optimizing website performance with smart attribution and machine learning-based campaigns are discussed. Excluding brand search and testing for effective campaign attribution are also covered.
Chapters
Transcript
Episode notes
1 2 3 4 5
Introduction
00:00 • 2min
The Challenge of Attribution Modelling and Improved Approaches
02:21 • 2min
Exploring the Benefits and Features of Google Analytics and GA4
04:40 • 2min
Finding Balance in Attribution and Optimizing Website Performance
06:20 • 5min
Excluding Brand Search and Testing for Effective Campaign Attribution
11:14 • 4min