Campaign Attribution is Key to Justifying Marketing Optimism

Without this insight, marketers simply cannot accurately or confidently answer the critical questions that will determine effective investment and ongoing strategy. For example, are specific PPC terms designed to improve new customer acquisition or simply deliver brand-aware users who would visit anyway at much lower cost? Will an increased investment in those paid search terms that drive 10 percent of site traffic, at the expense of display advertising, impact overall results? Are affiliate payments based on their true impact on the business or are they unfairly rewarding those that deliver new prospects because the conversion rate of the visitors they drive is low based on last-click analysis?