Multi-Touch Attribution and Customer Journey Intelligence

Compare the strategic implications of different attribution models (e.g., last-click, linear, data-driven).

Evaluate when to use heuristic vs. algorithmic attribution models for tactical optimization.

Interpret a customer journey analysis to identify critical touchpoints and friction points.

Explain the limitations of attribution in a multi-device, online-to-offline customer journey.

Formulate a strategy for using attribution for intra-channel optimization (e.g., optimizing campaigns within Google Ads).

Analyze scenarios where attribution reports and incrementality tests provide conflicting signals.

Develop a hybrid measurement framework that defines the roles for both attribution and incrementality.

Critique a vendor's data-driven attribution model based on its methodology and business fit.