Attribution & Marketing-Mix Modelling Practice Questions
Compare rule-based with data-driven and MMM approaches; interpret regression outputs.
Facebook Conversion Lift
Conversion Lift randomises users into Test and ______ groups. Control Reach Ghost Holdout ad‑on The…
Attribution vs. Contribution
Attribution analysis assigns credit while contribution analysis focuses on ______. Cookie durations…
Last-Click Limitations
Last‑click attribution often over‑values ______. CTV prospecting Podcast impressions Upper‑funnel…
Linear vs. Time-Decay
Linear attribution allocates ______ credit across all touchpoints. Last‑only Equal Decreasing…
