1255 - Essential Business Applications: Online Analytics

1255 - Essential Business Applications: Online Analytics

Issued by GAIn® - The Global AI network

In this training, you will learn how to follow customers and prospects over time, by integrating online and offline data into longitudinal databases. Only by combining both types of data you will be able to create a complete view of customer journeys which includes all the channels used by the customers and prospects. The combined data is a valuable source since it enables you to analyze the drivers of conversion and value.

Skills

Earning Criteria

  • The online analytics landscape – Understand major developments in the field of online analytics
  • Longitudinal prospect database – Capable of building a longitudinal database about the journeys of customers and prospects using both online and offline channels
  • Basic attribution models – Knowing how to use and compare different basic attribution models
  • Markov models – Being able to explain and build a Markov model
  • Shapley Value models – Being able to explain and build a Shapley Value model
  • Exam