"which statement is true about time-decay attribution? "
a. it algorithmically evaluates individual customer paths.
b. it's the most advanced model in google’s attribution products.
c. it gives more credit to the touch-points closest to the conversion.
d. it includes converting and non-converting paths

It gives more credit to the touch-points closest to the conversion is true about time decay attribution.

Option C

Explanation:

The models of attribution help marketers in different situations. They help to find suitable channel, the suitable cycle of marketing etc.  some of them are first touch, lead creation, last-touch attribution models. In that, there is the Time Decay Attribution model of modelling. This model is a multi touch model. This gives more credit touch points closest to the customer. It gives more impact on the conversation.

For example, if a person saw an advertisement on social media platform, on TV, or on print media etc, through this channels the person’s interaction with the advertisement will increase and if he/she saw it one more time, definitely buy the product.