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  1. Last-Click Attribution Models Give Marketers Incomplete Picture

    CMO.com (Apr 27 2012)

    1. Marketers are used to having to prove digital advertising’s worth, but findings from Econsultancy and Google Analytics suggest the majority of marketers worldwide failed to use attribution models that properly depict the influence of each ad format and marketing channel on the consumer’s purchase path. The problem occurs whenever revenue attribution or lead generation is attributed to one channel, when multiple channels are at work.

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