Tips for Managing Attribution in an Omnichannel World, Part 1

As a result of these challenges, there's a lot of focus currently in the technology market on attribution solutions (see Google's recent purchase of Adometry, AOL's acquisition of Convertro). Fundamentally these solutions attempt to apply advanced analytics to massive amounts of data in order to allocate "credit" to each customer interaction in driving conversion. Deployed properly, these capabilities can help companies more precisely measure the return on their marketing investment and optimize their marketing spend across channels.