Practice Test Geeks(MAC) Marketing Analytics Certification Practice Test
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Attribution Modeling Flashcards

7 cards from real MAC practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

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  1. What is the primary purpose of marketing attribution modeling?

    Answer: To assign credit to marketing touchpoints that contribute to a conversion

    Attribution modeling assigns fractional or full credit to marketing touchpoints to understand each channel's contribution to conversions.

  2. In a Last-Touch attribution model, how is conversion credit distributed?

    Answer: Entirely to the final touchpoint before the conversion

    Last-Touch attribution assigns 100% of the credit to the final interaction before a conversion occurs.

  3. Which attribution model gives all conversion credit to the very first interaction a customer has with a brand?

    Answer: First-Touch attribution

    First-Touch attribution assigns 100% of the credit to the first interaction, making it useful for understanding awareness-driving channels.

  4. What is a key limitation of single-touch attribution models such as First-Touch or Last-Touch?

    Answer: They ignore the influence of intermediate touchpoints in the customer journey

    Single-touch models oversimplify the customer journey by ignoring all but one touchpoint, misrepresenting the contribution of other channels.

  5. In a Linear attribution model, how is conversion credit assigned across touchpoints?

    Answer: Equal credit is distributed across all touchpoints in the journey

    The Linear model distributes conversion credit equally among all touchpoints that influenced the customer's journey.

  6. Which attribution model assigns progressively more credit to touchpoints that occur closer to the time of conversion?

    Answer: Time Decay

    The Time Decay model gives more credit to touchpoints that occurred closer to the conversion, reflecting the idea that recent interactions are more influential.

  7. Which type of attribution model typically uses machine learning algorithms to assign credit based on actual conversion data?

    Answer: Data-Driven attribution

    Data-Driven attribution uses machine learning to analyze conversion paths and assign credit based on the actual impact of each touchpoint.