Will Ferguson

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.

For brands selling and marketing to consumers in multiple channels simultaneously, attributing orders to the marketing channel responsible for generating a purchase is a problem that's been vexing retailers for years. 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.

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