Overview

This deck walks through a practical attribution modelling workflow, covering data collection, transformation, analytics, referral traffic segmentation, data quality, and attribution model selection.

Summary

  • Data Collection & Session Stitching: Guidance on identifying users across devices/sessions and handling cookie deletion.
  • Data Transformation & Business Goals: Aligns transformations to the metrics needed for attribution.
  • Attribution Models: Contrasts data-driven attribution (DDA) vs marketing mix models (MMM), including requirements and pitfalls.
  • Referral Traffic Segmentation: Definitions, hurdles (messy URLs, spam, self-referrals), and a structured process to improve channel rules.
  • Data Quality & Audits: Emphasizes planned audits to maintain reliable attribution over time.

Deck

Slideshare