Hi everybody, very glad to have a space dedicated to discuss marketing topics.
Just want to break the ice with a simple questions, does some of you have some good resources in how to build a simple attributions/effect model for digital marketing activities?
I don't have any specific toolchains to offer for that use-case. Instead I'll offer a general R heuristic.
Every R problem can be thought of wiht advantage as the interaction of three objects: an existing object, x , a desired object,y ,and a function,f, that will return a value of y given x$ as a argument. In other words, school algebra: f(x)= y. Any of the objects can be composites.
Taking the data at hand and the goal of the analysis (say, what variables are associated with marketing outcomes), what are the candidate functions? What needs done to prepare an appropriate object from the data, and what needs done to prepare a suitable object from the function return value?
This approach will avoid a lot of experimentation with examples not yet completely understood and will focus attention on essential aspects of problem definition.
It's not that easy to create a digital marketing strategy all by yourself, and you might consider hiring outsource specialists to help you with that.
The company I can recommend is https://belkins.io/ because I used to work with them myself. They know what they are doing and will help you generate many B2B, and B2C leads that will eventually become your partners and customers. You can learn from them and then do the same job yourself. You need to get the beginning right, and it will be easier afterward. Just not be afraid to trust someone else's advice.
I think building a good attribution model takes time and effort, but it's totally worth it in the end.
Building a solid attribution model is crucial for understanding which of your digital marketing activities are working, and which ones need to be adjusted. There are tons of resources out there that can help you get started. One of my go-to's is the Coupler blog post at https://blog.coupler.io/marketing-data-visualization/on marketing data visualization. It's got some awesome tips and tricks on how to build an attribution model that will give you the insights you need to make better decisions.
But wait, there's more! Have you tried looking into Google Analytics? It's a great tool for tracking the effectiveness of your marketing efforts, and it can even help you build an attribution model.
Thanks for sharing. Really good.
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