Attribution credit in business analysis

1. Read the description for the two customers below.
2. For each customer, assign credit to each touchpoint in the customer’s conversion path based on the attribution model. Revisit lesson 2 of this module if you need a refresher on how credit is distributed for each model.
3. Open and create a copy of this worksheet. Complete it by filling in the information you identified.
4. Change the share settings on your Google Doc by following these instructions:
   • Click SHARE in the top right corner of Google Doc.
   • Click “Get shareable link” at the top right of the box that appears.
   • Adjust settings so “Anyone with the link can view.”
   • Copy the link generated.
5. Return to your school’s learning system to submit the worksheet.

Customer #1:Angie finds your site by clicking on an ad while scrolling through Facebook. She browses a few pages, then exits. A few days later, she searches Google for one of your keywords and clicks on a Google ad for your site. She adds a few items to her cart but leaves before entering her credit card info. A few hours later, she clicks a link in her email to return to her cart. She then completes her purchase.

• Last Interaction:
• Last Non-Direct Click:
• Last Google Ads Click:
• First Interaction:
• Linear:
• Time Decay:
• Position Based:

Customer #2:David has been searching for a new computer, so he searches on Google and lands on your website. After a few minutes, he clicks off and keeps browsing the web. As he continues searching, he sees a banner ad pop up offering a great deal on his favorite computer. He clicks on the link and once again is on your site. However, he’s not ready to make a purchase until he’s sure your site has a good reputation. He Googles your company and finds an article about how awesome and legit your computers are, and he clicks through to make sure it’s the right website. The next day, he returns to the website and makes a purchase.

• Last Interaction:
• Last Non-Direct Click:
• Last Google Ads Click:
• First Interaction:
• Linear:
• Time Decay:
• Position Based: