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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?

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?

Options:

(A) Rules-based attribution

(B) Data-driven attribution

(C) Linear attribution

(D) Position-based attribution

Ravi Prakash

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