- A.Systematic experimentation to increase the percentage of visitors who complete a desired action — purchase, signup, lead form.
- B.The total cost — sales, marketing, content, technology — divided by new customers acquired. The denominator of the LTV/CAC ratio.
- C.Paid search advertising — bidding on keywords to appear in search results, paying per click, with auctions optimizing for relevance.
- D.Methods for assigning credit to marketing touchpoints across the customer journey — last-touch, first-touch, multi-touch, data-driven — each producing different conclusions. ✓
Marketing Attribution Models is methods for assigning credit to marketing touchpoints across the customer journey — last-touch, first-touch, multi-touch, data-driven — each producing different conclusions. 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
Different models produce dramatically different conclusions about which channels work. Questions like this test whether you can distinguish Marketing Attribution Models 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.