AA: Capabilities

Question 1

Attribution Model: Last Touch

Answer 1

Gives 100% credit to the touch point occurring most recently before conversion

Question 2

Attribution Model: First Touch

Answer 2

Gives 100% credit to the touch point first seen in the attribution lookback window.

Question 3

Attribution Model: Same Touch

Answer 3

Gives 100% credit to the very hit where the conversion occurred. If a touch point does not happen on the same hit as a conversion, It is bucketed under “None”.

Question 4

Attribution Model: Linear

Answer 4

Gives equal credit to every touch point seen leading up to a conversion

Question 5

Attribution Model: U Shaped

Answer 5

Gives 40% credit to the first interaction, 40% credit to the last interaction, and divides the remaining 20% to any touch points in between. For conversions with a single touch point, 100% credit is given. For conversions with two touch points, 50% credit is given to both.

Question 6

Attribution Model: J Shape

Answer 6

Gives 60% credit to the last interaction, 20% credit to the first interaction, and divides the remaining 20% to any touch points in between. For conversions with a single touch point, 100% credit is given. For conversions with two touch points, 75% credit is given to the last interaction, and 25% credit is given to the first.

Question 7

Attribution Model: Inverse J

Answer 7

Gives 60% credit to the first touch point, 20% credit to the last touch point, and divides the remaining 20% to any touch points in between. For conversions with a single touch point, 100% credit is given. For conversions with two touch points, 75% credit is given to the first interaction, and 25% credit is given to the last.

Question 8

Attribution Model: Custom

Answer 8

Allows you to specify the weights you want to give to first touch points, last touch points, and any touch points in between. Values specified are normalized to 100% even if the custom numbers entered do not add to 100. For conversions with a single touch point, 100% credit is given. For interactions with two touch points, the middle parameter is ignored. The first and last touch points are then normalized to 100%, and credit is assigned accordingly.

Question 9

Attribution Model: Time Decay

Answer 9

Follows and exponential decay with a custom half-life parameter, where the default is 7 days. The weight of each channel depends on the amount of time that passed between the touch point initiation and the eventual conversion. The formula used to determine credit is 2 (-t/halflife) , where t is the amount of time between a touch point and a conversion. All touch points are then normalized to 100%.

Question 10

Attribution Model: Participation

Answer 10

Gives 100% credit to all unique touch points. The total number of conversions is inflated compared to other attribution models. Participation deduplicates channels that are seen multiple times.

Question 11

Virtual Report Suite

Answer 11

Hits are sent to the global suite. Then create segments of that suite to have individual report suite.

Question 12

Multi-suite tagging

Answer 12

Hits are sent to all suites at the same time (global,NA,EU eetc.)

Question 13

Attribution IQ

Answer 13

Enables you to understand how meaningful engagement takes place across the customer journey, intelligently identifying inflection points that lead customers to target outcomes, effectively optimizing marketing initiatives. Models include first, last, linear, participation, j-shaped, inverse j-shaped, u-shape, same touch, custom and time decay.

Question 14

Contribution Analysis

Answer 14

Explores the “why” behind anomalies that occur, by running an automated analysis of every single metric and dimension you have access to.

Question 15

Cohort Analysis

Answer 15

A cohort is a group of people sharing common characteristics over a specified period. Cohort analysis aides in analyzing retention & churn of your users.

Question 16

Site Content Report

Answer 16

Displays information about which pages and areas of your site are most active and which servers are getting the most use.

Question 17

Site Metrics Report

Answer 17

Display quantitative information about your website, such as unique visitors, orders, revenue, etc. Each metric can be placed in other item-based reports

Question 18

Rule Builder

Answer 18

Automatically create metadata classifications of dimensions based on user-defined rules.

Question 19

Data Warehouse

Answer 19

Can select from all breakdowns (dimensions), metrics and segments for any predefined data range. This data is already preprocessed and aggregated by Adobe.

Question 20

Data Feed

Answer 20

Here you get partially processed data that has been sent to Adobe.

Question 21

AMO ID

Answer 21

The primary tracking code used by the Advertising Cloud and Advertising Analytics integrations.

Question 22

AMO ED ID

Answer 22

The secondary tracking code used by Advertising Cloud. The main purpose of this tracking code is to serve as the key for sending data back to Ad Cloud.

Question 23

Marketing Channels: Direct

Answer 23

This rule identifies visitors that have no referring domain. This rule includes visitors that come to your site directly, such as from a Favorites link or by pasting a link in their browser.

Question 24

Marketing Channels: Internal

Answer 24

This rule identifies visitors that originate with a referrer that matches the internal URL filters for the report suite

Question 25

Marketing Channels: Display

Answer 25

This rule identifies visitors originating from banner advertisements

Question 26

Marketing Channels: Social Network

Answer 26

This rule identifies visitors that originate from a social network, such as Facebook*