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Joe Keenan
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Many in the audience (and some of the panelists) said they use a last-click model for attribution — i.e., only crediting the last click or touchpoint for a sale — but acknowledged this isn't a perfect solution. It frequently ignores the impact that top-of-the-funnel marketing touchpoints (e.g., display, email, social media, etc.) have on conversion.
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Joe Keenan
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Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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