Paid Media Session 17 Quiz

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What is the main drawback of the 'First Touch' attribution model?

Technological advancements in attribution

Susceptibility to channel bias (correct)

Perfect method for analyzing user behavior

Guarantees accurate revenue credit distribution

How does the 'First Touch' attribution model assign credit for conversion?

Equally distributed across all touchpoints

100% to the first touchpoint viewed by the consumer (correct)

Based on the touchpoint that drove the most visits

Based on the last touchpoint before conversion

In the 'Lead-Conversion click' attribution model, where is 100% of the revenue credit given?

To the touchpoint that drove the most revenue

To every touchpoint before conversion

To the last touchpoint before lead conversion

To the action that drives the visitor to become a lead (correct)

What is a common limitation of single-touch attribution models?

They may not reflect the customer's complete journey Signup and view all the answers

How does the 'First Touch' attribution model impact brand awareness?

Focuses on brand awareness as a primary metric Signup and view all the answers

What makes the 'First Touch' attribution model easy to configure?

'First Touch' assigning 100% attribution to the initial ad viewed Signup and view all the answers

What is the purpose of Return on Investment (ROI)?

To calculate the net profit from campaigns Signup and view all the answers

Why do customers rarely go directly to a website to make a purchase?

Because they go through multiple points of contact before purchasing Signup and view all the answers

What is the main role of attribution marketing?

To assign a value to different touchpoints Signup and view all the answers

Why is considering the buyer journey flat and linear a biased view of reality?

Because it doesn't account for multiple touchpoints Signup and view all the answers

How does an attribution model work in marketing?

By assigning a value to different channels in a user's journey Signup and view all the answers

What is the primary function of attribution models in marketing?

To assign value to different user touchpoints Signup and view all the answers

Which attribution model in Google Analytics distributes credit for the conversion based on data for each conversion event?

Data-driven attribution Signup and view all the answers

Which attribution model attributes 100% of the conversion value to the last Google Ads channel that the customer clicked through before converting?

Ads-preferred rules-based model Signup and view all the answers

Which type of attribution model in Google Analytics includes Cross-channel last click, first click, linear, position-based, and time-decay models?

Cross-channel rules-based models Signup and view all the answers

What is the primary purpose of the models described in the text?

To study historical customer data and determine the impact of marketing channels on conversions Signup and view all the answers

Which of the following is NOT mentioned as an example of the algorithms used in these models?

Logistic regression Signup and view all the answers

What is a potential drawback of using these custom models?

They are difficult and time-consuming to build Signup and view all the answers

When would the text recommend using custom models for attribution?

When customer journeys are long and complex Signup and view all the answers

Based on the example user path provided, which channel is directly responsible for the conversion?

Email Signup and view all the answers

What is a crucial aspect to reflect on before starting a digital attribution project?

Ensuring all digital media activities are being measured Signup and view all the answers

Which factor should be considered when choosing the right attribution model?

Time taken for a user to convert Signup and view all the answers

Why should impressions be measured in addition to clicks in a digital attribution project?

Impressions provide insight into visibility Signup and view all the answers

What should be excluded from measurement in terms of digital assets on a website?

Artificial visits Signup and view all the answers

Why are single touchpoint models not ideal for complex conversions?

They do not take into account multiple visits or long conversion processes Signup and view all the answers

What aspect helps in determining the stability of the environment for implementing an attribution model?

Agility of implementation Signup and view all the answers