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2. Two concepts covered in our lectures were (1) multi-channel attribution, and (2) integrated marketing communication plans. What is the challenge of multi-channel attribution as

2. Two concepts covered in our lectures were (1) multi-channel attribution, and (2) integrated marketing communication plans. What is the challenge of multi-channel attribution as it relates to marketing analytics and knowing where to spend a marketing budget? How does this affect an integrated marketing communication plan? [10 POINTS]

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