Description
Video 45 minutes + PDF slides
Attribution Models and Marketing Mix Modeling
In this session, Michele Arena delves into the potentials and limitations of Marketing Mix Modeling, specifically focusing on different Attribution Models. He discusses the models used by platforms, the process of analyzing other models through manual activity and ChatGPT, and the implementation of these using replicable approaches and proprietary tools.
Who is Michele Arena
First SEO project in 2011, first Google AdWords campaign in 2012. Freelance in 2014.
In May 2022 founded Analytrix Srl, a Digital Agency with a strong bias towards data analysis and dealing with SEO, Ads, Measurement, Web Analytics.
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