Question

Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

a. First Interaction model
b. Linear model
c. Last Non-Direct Click model
d. Last Interaction Model

Answer 1

For evaluating ads designed to create initial brand awareness, the First Interaction model is most useful as it credits the first touchpoint with the potential customer.

Step-by-step explanation:

The question is asking about which attribution model would be most beneficial for evaluating the effectiveness of advertising campaigns specifically aimed at creating initial brand awareness. The appropriate model in this case would be the First Interaction model. This model attributes the credit for the user's conversion to the very first touchpoint that the potential customer had with the brand. In the context of brand awareness campaigns, this makes sense because it places value on the initial advertisement that may have planted the seed of interest in the consumer's mind, even if the actual conversion happens later through different touchpoints. It effectively evaluates the impact of the ad in generating awareness rather than the final interaction before a conversion, which is what the Last Interaction Model would assess.