Acknowledge that no attribution model is perfect. Show how you triangulate between different models and use incrementality tests to validate.
Look for understanding of: attribution models (first-touch, last-touch, linear, time-decay, data-driven), their trade-offs, cross-channel tracking challenges, privacy regulation impact on tracking, and practical approaches when perfect attribution is impossible. Best candidates mention incrementality testing as a complement to attribution.
Senior marketing question. Tests analytical sophistication. Red flag: blind faith in any single attribution model. Good sign: awareness of limitations and pragmatic approach to measurement.