hard20 pts · first answer countsattributionmeasurement

Which attribution is right?

After switching to data-driven attribution, YouTube gets more credit and brand search gets less. The CFO asks which model is 'right'. What is the best answer?

A.Last click is right because the final click causes the saleB.Data-driven is right because it uses AIC.First click is right because awareness matters mostD.No attribution model is ground truth; use attribution for day-to-day optimisation and validate channel value with incrementality tests and MMM

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Which attribution is right?

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