- A.A direct measure — typically a 5-point scale — of how satisfied a customer is with a specific interaction, product, or overall relationship.
- B.Comparing two versions of a marketing element with random assignment to estimate which performs better — the gold standard for marketing decisions.
- C.The total profit a firm expects from a customer relationship over its lifetime — the metric that determines how much can be spent on acquisition.
- D.The two simplest attribution models — credit to the first or last touchpoint — each systematically biased. ✓
First-Touch vs Last-Touch Attribution is the two simplest attribution models — credit to the first or last touchpoint — each systematically biased. The other options describe related but distinct concepts in Digital & Analytics — see the deep-dive guide for the full distinction.
How to think about questions like this
Most analytics platforms default to one of these; both are biased. Questions like this test whether you can distinguish First-Touch vs Last-Touch Attribution from neighboring concepts. The most common trap is choosing a closely-related concept that sounds similar but applies in a different context.
When you see a definition question on an exam, do two things: (1) translate the question into your own words, then (2) generate the answer in your own words before reading the options. This avoids the cognitive bias of recognizing a familiar phrase as correct just because it is familiar.