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  9. Q160

ibps-so 2024 · Question 160 of 209

A customer sees a bank’s "Home Loan" ad on a news website (Day 1), clicks an ad on YouTube (Day 3), and finally searches for the bank's name on Google and applies for the loan (Day 7). If the bank uses a "Last-Click Attribution" model to measure its digital marketing success, which channel will get 100% of the credit?

  1. AThe News Website (Display Ad) because it was the first touchpoint that created awareness
  2. BThe YouTube Video Ad because it provided the most visual engagement and influenced the user
  3. CAll three channels will receive equal credit (33.3% each) for the final loan application
  4. DThe Google Search (Organic/Paid Search) because it was the final interaction before the conversionCorrect
  5. ENo credit will be assigned to digital channels as the final application happened on the bank's website

Answer: D. The Google Search (Organic/Paid Search) because it was the final interaction before the conversion

Official answer key verified. Detailed explanation coming soon.

Source: IBPS SO Marketing Officer Mains Memory Based 2024 - Adda247 · memory-based

← Q159View full paper (209 questions)Q161 →

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