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Marketing attribution Primer

10

Why is digital marketing attribution so hard?
Web Tracking technologies (for marketing)
Track a website a user journey
Tracking technologies in Mobile app marketing
Tracking a mobile app use journey
Conversions and Marketing RoI metrics
What is marketing lift (or uplift or incrementality)?
How iOS 14 changed marketing
Attribution windows and look back periods
Attribution modelling – an introduction

Mobile app attribution

2

What is an MMP or Mobile Measurement Partner
Introducing Apple SKAdNetwork (SKAN): Balancing Ad Attribution and Privacy

Advanced concepts in Marketing attribution

1

Probabilistic attribution in Marketing

Meta (or facebook) ads

1

Smart Bid strategies for Meta ads (or facebook ads)

Ad Frauds

6

Man-in-the-Middle Attack and Marketing Ad frauds
Unmasking 3ve: Lessons from a Massive Ad Fraud Detection and Takedown
A dive into Understanding and Combating Click Spam
Click Injection Fraud: misattributed installs
Bots, Device farms and incentive frauds
Combating Ad frauds with ML & AI

Incrementality-testing

4

Understanding Incrementality Testing: Measuring True Marketing Impact in a Privacy-First World
The Science Behind Incrementality Testing: Basics, Types and Outcomes
Implementing Incrementality Testing: A Step-by-step Guide
When to use Incrementality Testing and When not to

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Ad Frauds

Ad Frauds

Man-in-the-Middle Attack and Marketing Ad frauds
Unmasking 3ve: Lessons from a Massive Ad Fraud Detection and Takedown
A dive into Understanding and Combating Click Spam
Click Injection Fraud: misattributed installs
Bots, Device farms and incentive frauds
Combating Ad frauds with ML & AI

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