Attribution Models in Marketing

Let's understand how attribution models can significantly enhance your marketing strategies using Markov Chains in Python.

Prabhakaran SPrincipal Data Scientist

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Lessons: 18, in 3 chapters
Video: 1 h 28 min
Certificate: On completion

What you'll be able to do

How does Uplift modeling work?
Exploring Different Types of Attribution Models.
Analyzing Customer Journey and Touchpoints.
Real-World Applications and Case Studies.
Advanced Techniques and Tools in Attribution Modeling.
Hands on coding with Python.

Course content

3 chapters · 18 lessons · 1 h 28 min

01Introduction to Attribution models7 lessons · 40 min
1. Need for Attribution models4:58
2. Download Resources1:00
3. Digital marketing terminologies6:26
4. Traditional Marketing vs Digital channels5:47
5. Customer journey to purchase6:36
6. Two types of attribution2:55
7. Rule Based Attribution12:03
02Markov Chain Attribution6 lessons · 24 min
1. Understanding Markov chain in marketing8:35
2. Course Review1:00
3. Markov property: Memory-Less4:42
4. Impact of a particular channel4:50
5. Exercise0:54
6. Solutions3:37
03Attribution models using Markov Chain - Code Along5 lessons · 27 min
1. Understand the data8:06
2. Long form to Wide form3:42
3. The Customer Journey Path2:42
4. Transition Probability Matrix8:45
5. Calculate Ad-Channel Impact3:23

What you need

Basics of Python
Foundational knowledge of Data Science
High school maths

Who this course is for

Data Science Aspirants
Data Science Professionals
Software/Data engineers interested in quantitative analysis
Professionals working with large datasets
Data analysts, economists, researchers

Your instructor

Prabhakaran S

Principal Data Scientist

My name is Selva, and I am super excited to mentor you on this course!

I head the Data Science team for a global Fortune 500 company and over the last 10 years of my data science experience I've deployed 20+ global products. I'm also the Founder and Chief Author of Machine Learning Plus, which has over 4M annual readers.

I specialize in covering the in-depth intuition and maths of any concept or algorithm. And based on my existing student requests, I've put up the series of courses and projects with detailed explanations, just like on-the-job experience. Hope you love it!

from 3,965 ratings: 4.92
learners: 57K+
courses: 85

Questions

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On our course site, edu.machinelearningplus.com. Sign in there with the email you joined with. The courses move to this site later, with your access, and you will not pay again.