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Which of the following attribution models uses machine learning to evaluate individual customer paths?

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“Data-driven” attribution models uses machine learning to evaluate individual customer paths.

  • Last interaction
  • Linear
  • Time decay
  • Data-driven

Correct answer is: Data-driven

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Data-driven attribution (DDA) is the most advanced model in Google’s attribution products. A data-driven model algorithmically evaluates individual customer paths. Credit is then dynamically attributed to each touchpoint according to its impact on the conversion.

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