Part 4: Measuring Effectiveness

This part examines the challenge of assessing marketing effectiveness, starting with the exploration of multi-touch attribution in digital marketing to understand how different channels contribute to marketing outcomes. It then transitions to discussing media mix modeling, emphasizing the importance of understanding how various marketing channels interact with one another, which is essential for advising on the best ways to allocate marketing budgets. This part also underscores the significance of conducting marketing experiments as a fundamental method for achieving optimization and efficiency, offering insights into experiment design and analysis.

This part contains the following chapters:

• Chapter 11, Multi-Touch Digital Attribution
• Chapter 12, Media Mix Modeling with PyMC Marketing
• Chapter 13, Running Experiments with PyMC