Newly minted as the Digital Marketing Manager at a wireless telecommunications firm in Toronto, your manager takes you through the big three initiatives for the executive at your first 1:1 meeting. Conversion, Analytics Leadership, and increased Online Sales are the big rocks. "I inherited these big objectives from the last agency and brand roundtable and we're stuck with them for the next while!" your manager mentions, shrugging off any accountability. "One of the agency analysts kept pushing last click-attribution being the most important metric of success for us. I wasn't sure what data we had or if we measure that way. So, I'm leaving it up to you to educate us all and chart a way forward!" Given all that we know (and don't know) about our customer and data - what type of attribution model would work best for us and why