Attribution in determining digital ROI …

This article, Search Fatigue and Queries of Last Resort, by looks at the difficulties we face in allocating credit for conversions,  or “Credit Where Credit Is Due – Attributing Conversions To Marketing Efforts.”

Summary

While there are many people working on conversion attribution, not least the search engines and marketing networks, it is not an issue that receives much of an airing in main stream forums.

This article is a good starting point as it defines the problem of attribution conversion, and in doing so, outlines what possible solutions may look like.

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