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

    Great post, Dave. You make a particularly important and often neglected point about internal buy-in. If you can’t act on attribution modeling the modeling doesn’t do you much good — this coming from an attribution management solution provider :-)

    Being able to incorporate fractional allocation of credit into paid search bidding, and into revenue sharing agreements with affiliates, display ad vendors, and comparison shopping engines is central to making attribution management profitable.

  • MarkSimpson_Maxymiser

    NIce post, Dave. Once you’ve planned out your search engine marketing strategies to get the customer to the site – converting them to a sale is the next step, easily achieved through multivariate testing and conversion management solutions. Time and money spent achieving high traffic volume with search will be better used when the site and customer experience is fully optimized.