What are the different types of attribution and the pros and cons of each?
Answer:
Last-click: it overvalues a company's SEO team and search advertising team, but it is the easiest method
First-click: the first exposure a customer has usually has the biggest impact, but it can be inaccurate b/c of the arbitrary nature of specifying time windows of the prior interactions
Linear: it's the most reasonable b/c it gives equal credit to all of the customers touch points, but it has all of the disadvantages of the other types of attributions.
Time-decay: has the advantage of last-click without the disadvantages of it