Drop Your Last-Click Crutch

So, why aren't more retailers using sophisticated attribution modeling? Maybe they've been leaning on the last-click crutch for too long. Maybe they need some therapy to learn to walk this path of analysis on their own. Here are the first three exercises:

1. Find it. If you have a web analytics package, the odds are high that attribution modeling tools are in there somewhere. If you can't find the module, search for help online or just ask your software provider. Turning on modeling capabilities may come with a price tag, but the move also comes with potential rewards — e.g., competitive advantages, elevated productivity and greater ROI.