Attribution Modeling and Multi Touch Attribution Questions

Covers the theory and practice of assigning credit for conversions across marketing touchpoints. Candidates should know single touch models such as first touch and last touch, deterministic multi touch models like linear and time decay, and algorithmic or data driven models that use statistical or machine learning techniques. Discuss the pros and cons of each approach including bias introduced by simple models, the data and engineering requirements for algorithmic models, and trade offs between interpretability and accuracy. Topics include model selection aligned to business questions, dealing with long purchase cycles, cross device and cross channel journeys, limitations of deterministic attribution, approaches to model validation, and how attribution differs from causal incrementality testing.