Online merchants tend to take the easy way out when assigning a sale to a given marketing channel, such as a search engine, a Web site or an ad. The sale is attributed to the last exposure a customer viewed or clicked.
But this doesn’t take into account the value of exposures to a multiplicity of banner ads, Web site sponsorships, search results and e-mail campaigns. As a result, marketers tend to neglect the impressions that bring customers through the conversion funnel
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