As online advertising consumes a larger share of marketing budgets, measuring its impact correctly becomes more important. Information management professionals will inevitably become involved because they control so much of the data needed to construct sound answers. So, whether you work in IT or marketing, it's worth taking some time to understand the issues.

Fractional attribution. If attribution experts agree on anything, it's their disdain for the most common approach to online marketing measurement. This method, called "last-click attribution," assigns all credit for each sale to the last message received. The obvious problem is that this ignores the impact of all previous messages. One common alternative, assigning all credit to the first message a customer received, has the same flaw. Most discussion among online attribution experts is aimed at finding logical ways to split the credit among all messages.

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