Helps you understand cross-device path to conversion.
B.
Can analyze and compare publishers and campaign performance
C.
Shows that the last touch model has no limits
D.
Shows that attribution window is always tied to a last touch model
E.
Gives credit to multiple impressions and clicks on the path to conversion.
The Answer Is:
A, B, E
This question includes an explanation.
Explanation:
Benefits of people-based multi-touch attribution (MTA)
Helps you understand the cross-device, people-based path to conversion
Provides actionable data for more efficient allocation of media spend
Can analyze and compare publishers, campaigns, and cross-device performance
Demonstrates the limits of only using a last touch model
Shows what's working and what isn't among marketing channels
Attribution is the assigning of credit to a marketing touchpoint.Most digital advertisers today measure with a last click attribution model, in which the last click gets full credit for driving a conversion. In this model, even if there were five impressions and one click in the path to conversion, all credit is given to the click. In contrast, multi-touch attribution (MTA) gives credit to multiple impressions and clicks on the path to conversion.
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