1. What are 2 alternatives to attribution analysis? Describe and give an example of each.

2. What is the search conversion funnel? Give an example using keywords relevant to the UAB School of Business.

3. You have been asked by UAB administration to help improve the design of the student course registration system. Your goal is to reduce the amount of time it takes for each student to register. Describe in detail how you would administer a lab usability test to assess the UAB course registration system.

4. You want to follow up the usability test by surveying students. What are 3 questions you are going to ask (make sure you include the question and the scale for the responses), and how will you analyze the data?

5. The figure below shows 3 scenarios of advertising and marketing exposures prior to conversions. The legend at the bottom tells you which campaign the customer was exposed to in each scenario. Describe what has occurred in each scenario. Come up with a methodology for attributing credit in each multi-touch scenario (Note: methodology should be consistent across scenarios. For example, determine one integrated methodology that applies to all three scenarios, not three separate methodologies unique to each scenario).