Looking for Growth in All the Wrong Places

A big part of the problem is tracking the success or failure of digital marketing campaigns. The dirty secret of internet advertising is that it’s the most measurable of mediums, yet it often measures the wrong things. The flaw is last-click attribution. Online retailers often give 100 percent of a sale's credit to the last-clicked or last-viewed ad. Fixing attribution is important beyond media choices. Once fixed, attribution has real impact on marketers’ bottom lines.