For Interactive Marketing Professionals

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	May 1, 2007 Next-Generation Direct Response Effectively Managing Attribution by Emily Riley with Zia Daniell Wigder

This is an excerpt

Executive Summary

While consumers are often exposed to several ad messages before they take action, current online advertising practice is to credit only the most recent impression.

Key Questions

• Why is attribution management important for online marketers?
• How can attribution management improve direct response campaigns?
• Which solutions are available to advertisers that can attribute credit to multiple impressions?

This is an excerpt

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