• http://www.rimmkaufman.com George Michie

    Dax, this is a great piece. RKG provides an attribution service for its clients, but we concur, many solutions on the marketplace seem greatly overpriced for the value. We think the key value in attribution is in providing better driving directions for the marketing programs that generate business, and we think PSA studies are essential even with attribution in place as a calibration mechanism. The attribution data itself carries interesting information about how consumers interact with marketing efforts and your site, and smart analysis can reveal very interesting nuggets of information, but people need an attribution dashboard like they need a hole in the head.