Attribution Modelling in Google Analytics and Beyond – Himanshu Sharma

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Summary

• Attribution modelling is the process of understanding and assigning credit to the marketing channels which eventually lead to conversions.

• The objective of attribution modelling is to understand the buying behaviour of your website visitors and to determine the most effective marketing channels for investment.

• This book has been written to help you implement attribution modelling in your organization.

• It will teach you to leverage the knowledge of attribution modelling while allocating your marketing budget and help you to understand your user’s buying behaviour.

• In this book there is a strong focus on using Google Analytics and other Google tools and technologies, such as Google AdWords.