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Bob Glazer
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One of the hottest marking topics is attribution — i.e., which marketing channel (or channels) gets credit for a single sale. Attention to attribution is skyrocketing because in many companies reporting has been set up so that every channel claims 100 percent of the final sale, even when their efforts were only partially responsible. This "double counting" of converted traffic has led to inflated marketing channel reports and, more importantly, has companies overpaying for sales and leads.
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Bob Glazer
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