The Scenario
A subscription box company runs ads on Google, Instagram, and YouTube. A typical customer journey is: YouTube ad → Instagram retarget → Google brand search → purchase. The marketing team argues about which channel "deserves" the credit.
The Brief
Apply three attribution models (first-touch, last-touch, and linear multi-touch) to this customer journey. Show how each model distributes credit differently and recommend the best model for this business.
Deliverables
- A credit distribution table: Channel × First Touch % × Last Touch % × Linear %
- An analysis of how each model biases decision-making (first-touch overvalues awareness, last-touch overvalues brand search)
- Your recommended model with a justification tied to the business's growth stage and goals
Submission Guidance
There is no "right" attribution model. The right model depends on what question you are trying to answer. Show this nuance.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.