...Attributing conversions fairly across multiple online media platforms

As ad serving software providers compete to provide more information on a user's path to an online sale conversion, a new challenge faces advertisers in terms of differing counting methodologies and how they may impact their current working models, both on and offline.

Taking a few recent client examples, I'd like to offer examples of ways through the sales attribution maze, and methods of dealing with allocating partial or total credit to hitherto untracked channels.

Speaker

Mel Clarke, Digital Group Account Director, Steak