Panel of Retailers Talk Attribution at eTail

In a session at this week's eTail East conference in Philadelphia, a panel of retailers (and one vendor) discussed how their companies handle the troublesome task of order attribution. Will Ferguson, vice president of online marketing at 1-800-Flowers.com; Dan Malone, senior director of strategy and analytics at Vistaprint; Ryan Bonifacino, vice president of digital strategy at Alex and Ani; Victor Castro, director of e-commerce at Vermont Teddy Bear; and Ken Barbieri, vice president of business development at Neustar AdAdvisor, offered their thoughts on how brands can better attribute purchases to the appropriate marketing channel, thus enabling them to optimize their marketing budget.