Attribution analysis assigns credit while contribution analysis focuses on ______.
Cookie durations
Last interaction only
Time decay curves
Incremental impact controlling for other variables
Contribution (e.g., MMM) estimates causal lift, not just credit.
Shapley value algorithm belongs to which measurement family?
Geo‑lift
Multi‑touch attribution
Last‑click
MMM contribution
Shapley distributes credit across touchpoints on user paths.
Multi‑touch attribution needs ______ level data.
Weekly aggregate
Household panel
Store-level
User‑journey
User path is required to see sequence of touches.
Starter
Review the basics and retry.
Solid
Good job—polish the nuances for mastery.
Expert!
Excellent understanding.
