There is more of this guide.
Practice
15 questions- Performance marketing mathYour last-touch attribution says paid search is the hero. Walk me through why you might not believe it.
- Performance marketing mathWalk me through how you'd run an incrementality test for an always-on paid channel.
- Performance marketing mathWalk me through when you'd choose data-driven attribution over a position-based model.
- Performance marketing mathYour data team is moving to MMM for the first time. Walk me through what you'd want them to validate before relying on it.
- Performance marketing mathWalk me through how you'd reconcile MTA, MMM, and incrementality tests if all three disagree.
- Performance marketing mathWalk me through how you'd attribute organic word-of-mouth in a CAC dashboard.