Panel of Retailers Talk Attribution at eTail

Vistaprint uses controlled testing, then makes assumptions based on the results of those tests as multipliers to guide its marketing strategy, said Dan Malone. For example, controlled testing of display ads was a huge win for Vistaprint. "We weren't spending in the channel, tested it and learned that display was generating sales," Malone said. "We now budget more than $1 million to the channel."