What does attribution help businesses do?1 pointIdentify the last touchpoint in a customer journey to save time, money, and effort Help businesses create better products for current, new, and potential customers Increase the number of leads at the start, middle, and end of the campaign Make informed decisions about where to invest time, budget, and resources

What is the purpose of attribution?1 pointTo convey data insights to a stakeholder audienceTo collect and organize dataTo shape customer-brand interaction To determine which touchpoints result in customer action

How would you describe attribution as it relates to the advertising industry?

_____ measures customer engagement with marketing content across channels to understand what is motivating customers to take action.1 pointData-driven attributionLinear attributionData attributionFirst-click attribution

Performance attribution is useful for:Review LaterFiguring out which member of the investment team to blame for losses.Determining which geographic areas and/or industries provided profits and which resulted in losses.Determining where a Portfolio Manager has demonstrated expertise in the performance period and, perhaps, where s/he should focus in the future.Both B and C

Attribution ToolsThese problems paint a bleak picture. Every attribution method is problematic and it is virtually impossible to know which is most accurate. But this doesn't mean the situation is hopeless. Google Analytics provides two very useful tools for making a careful examination of attribution. First, Google Analytics enables its users to run a type of sensitivity analysis with the different attribution methods. Users can do a side-by-side comparison of the results of multiple types of attribution. If the calculated ROAS (return on ad spend) for the various advertising channels is relatively consistent across multiple attribution methods, then one can be more confident in the results. If, on the other hand, the calculated ROAS for the various advertising channels changes dramatically from one attribution method to another, then another attribution tool may be needed.