SoFi

Analyze customer journey:
1/ Conversions
2/ conversion attribution: to understand value of each marketing channel, how mutilple channel drives to conversion, then set marketing budget accordingly.

Digital analytics:
1/ Mirco conversions: indicators toward macro conversions
2/ Macro conversions: action is important for business > cash transection

Attribution:
assigning credit (to a marketing channel)for a conversion. (to understand returning of each marketing investment)

last-click attribution:
> all the value connected to conversion, is a sign to the marketing activity to generate revenue.
> like basketball
> search ad > display ad > social ad > goal

ways of assign channel:
1/ last-click attribution: 100%
2/ first-click attribution: to understand if channel is good enough to initiate conversion, 100%
3/ linear attribution: seperate small portion in each channel, 25%