A marketing manager wants to use an attribution model that includes both converting and non-converting paths in order to evaluate individual customer paths.

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A marketing manager wants to use an attribution model that includes both converting and non-converting paths in order to evaluate individual customer paths.

Which attribution model will fulfill this requirement?

  1. Rules-based attribution
  2. Data-driven attribution
  3. Position-based attribution
  4. Linear attribution

Data-driven attribution

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