Essentials of digital marketing

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What is the primary benefit of using a Linear Attribution model?

It assigns more credit to the first and last touchpoints

It helps connect offline interactions with online conversions

It helps identify the most influential touchpoints in driving conversions

It provides a more holistic view of the customer journey (correct)

Which of the following attribution models is most similar to Linear Attribution?

Time Decay Attribution

Position-Based Attribution (correct)

Phone Call Tracking Attribution

None of the above

What is the primary difference between Linear Attribution and Time Decay Attribution?

Linear Attribution provides a more holistic view of the customer journey

Time Decay Attribution is more difficult to implement

Time Decay Attribution assigns more credit to the most recent touchpoint (correct)

Linear Attribution assigns more credit to the first touchpoint

Which of the following is a limitation of Linear Attribution?

It does not account for the relative importance of each touchpoint Signup and view all the answers

What is the primary goal of using Linear Attribution in marketing?

To optimize marketing efforts and improve ROI Signup and view all the answers

Which of the following is not a characteristic of Linear Attribution?

It considers the relative importance of each touchpoint Signup and view all the answers

What is the primary purpose of a tracking code in a website?

To capture information about page visits Signup and view all the answers

What is the main difference between last-click attribution and last non-direct click attribution?

The first model gives credit to the last touchpoint, while the second model excludes direct traffic from the calculation Signup and view all the answers

What is the term for the flow of visitors to a website?

Traffic Signup and view all the answers

What is the primary purpose of single-touch attribution models?

To assign credit for a conversion to a single touchpoint or interaction Signup and view all the answers

What is the first-click attribution model used for?

To give credit to the marketing channel or campaign that initially attracted the user to the website Signup and view all the answers

What is the term for the source from where traffic originates?

Traffic sources Signup and view all the answers

What is the purpose of linear attribution in web analytics?

To assign credit for a conversion equally to all touchpoints Signup and view all the answers

In a linear attribution model, how is credit for a conversion assigned?

Equally to all touchpoints Signup and view all the answers

What is an example of how linear attribution would work in practice?

If a user visits a website through three different marketing channels, each channel would receive one-third of the credit Signup and view all the answers

What is a limitation of linear attribution?

It does not assign more credit to influential touchpoints Signup and view all the answers

How does linear attribution compare to time decay attribution?

Linear attribution assigns equal credit to all touchpoints, while time decay attribution assigns credit based on the time of the touchpoint Signup and view all the answers