For Interactive Marketing Professionals

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	July 28, 2008 Attribution Transitioning from the Last-Click Model by Emily Riley with David Card, Ina Mitskaviets

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Executive Summary

The current online marketing model awards credit to the ad that directly generated a desired outcome, ignoring the many other ads that may have contributed to the user's actions.

Key Questions

• How important is marketers' search for a better way to measure effects of their campaigns?
• What is the promise versus the reality of attribution as a solution?
• Which parties will be responsible for advertisers' adoption of attribution?

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