Attribution & Marketing-Mix Modelling Practice Questions
Roberts’ 4-Step MMM Process
Test your knowledge of the sequential workflow—from data prep to optimisation—outlined in Roberts’…
Multicollinearity Remedies
Assess techniques like ridge, elastic net, PCA, and channel aggregation that stabilise models when…
MMM KPI Alignment
This quiz checks how well you understand the link between marketing-mix models and business KPIs.…
Adstock & Lag Functions
Here you’ll test your grasp of decay mechanics and lag structures used to model delayed media…
Saturation Curves
This quiz focuses on diminishing‑return functions such as negative exponential and S‑curves. You’ll…
Incrementality vs. ROI
Incrementality measures ______ whereas ROI measures efficiency. gross revenue media cost…
Geo-Lift Testing
Geo‑Lift testing splits markets into test and control ______. browser cohorts geographies (e.g.,…
Synthetic Control Basics
Synthetic control builds a weighted combination of donor units to mirror the ______ period of the…
Data-Driven Attribution (DDA) 2025
April 2025 GA4 update added which YouTube engagement to DDA’s signal set? Playlist adds Shares Likes…
Google Ads DDA Signals
Google Ads’ March 2025 rollout added DDA support for ______ campaigns. Hotel Ads YouTube &…
