Marketing Analytics Fundamentals

Joel Witten, Data Science Manager at Facebok

Play Speed
  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x
10 Lessons (41m)
    • 1. Introduction

      1:46
    • 2. Billy learns about Soks

      2:33
    • 3. Overview of Marketing Attribution

      6:24
    • 4. Tracking Technology

      3:03
    • 5. Deep Dive into UTM Codes

      8:14
    • 6. UTM Codes with Google Analytics

      5:50
    • 7. Attribution Methodologies

      4:10
    • 8. Evaluating Marketing Campaigns

      5:59
    • 9. Project Overview

      1:45
    • 10. That's a Wrap!

      1:37

Project Description

You are running marketing for Soks Inc. and someone has exported some data from your marketing tool. You have First Click + Last Click channels for multiple channel combinations, as well as the number of users acquired through that flow. You're also given the total $ spend on each channel.

You're project is to try and calculate the total Cost Per Acquisition (CPA) for each channel under first click, last click, and multi touch attribution. What recommendations would you give to the CEO, and why?

Student Projects