attribution
2 free lessons tagged attribution across Business. Each one is a short sequence of focused steps with narration and a five-question quiz at the end — take them in any order, no signup required.
Did the ad even work? The attribution problem
Half the money spent on advertising is wasted; the trouble is knowing which half. Learn why measuring whether an ad caused a sale is genuinely hard, why last-click attribution flatters the wrong channels, how privacy changes broke the tracking that measurement relied on, and the three-part toolkit that replaced it: incrementality, media-mix modeling, and privacy-preserving reporting.
Measuring AI ROI: From Pilot to P&L
Most AI ROI claims are marketing, not measurement. This lesson builds a rigorous framework: how to set baselines and counterfactuals, why RCTs beat vendor case studies, the real cost components of AI deployment, and how to avoid the attribution traps that make bad investments look good on paper.