Product Analytics. Part 1 Calculating marketing attribution. Part 1

156. Calculating marketing attribution. Part 1

Attribution is a holy grail of marketing. If we can connect each spent dollar to each earned dollar we can easily calculate whether we’re earning or losing money. That allows us to run marketing more efficiently, invest and eventually earn more.

Each marketing campaign could be identified with 5 UTM parameters: utm_source, utm_campaign, utm_medium, utm_content and utm_term. In terms of SQL marketing attribution is the association between marketing campaign and user.

⚠ Note, that Bindle warehouse doesn’t have campaigns table. Instead, in users...

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Anatoli Makarevich, author of SQL Habit About SQL Habit

Hi, it’s Anatoli, the author of SQL Habit. 👋

SQL Habit is a course (or, as some of the students say, “business simulator”). It’s based on a story of a fictional startup called Bindle. You’ll play a role of their Data Analyst 📊 and solve real-life challenges from Business, Marketing, and Product Management.

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-- Type your query here, for example this one -- lists all records from users table: SELECT * FROM users
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