An Introduction to Attribution Modelling in the Cloud Introductory Analytics Workshop
British multinational low-cost airline group EasyJet were struggling to optimize their historical data to inform their current marketing strategy and drive performance. Incubeta was tasked with running a custom attribution workshop to demonstrate GA360’s capabilities in building a BigQuery attribution model, and the means by which EasyJet could establish a omni-channel reporting process via a data driven attribution model.
EasyJet wanted to understand how custom attribution models can be built using GA360 data in BigQuery and explore historic marketing performance. Incubeta was tasked with establishing a robust omni-channel reporting process across all marketing teams.
We ran 3 workshop sessions in this series, each with their own focus:
1) Business motivation and use-cases
2) Exploration and analysis of initial results
3) Technical walk-through of “foundational” SQL scripts