Attribution management: You can't afford to wait

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB, 4/25/11

Marketing is obsessed with clicks—how many people clicked on an ad, how many website visitors clicked on the call to action, how many clicks can I show to my CEO for proof that all is working well?

But is the click really your most valuable metric? This is where the attribution question pops up, when we ask ourselves as marketers what really leads to conversions?

I not only feel that it’s important for marketers to start using sophisticated attribution management tools, I believe the adoption of this technology is imperative. Here’s a list of some of the reasons why.

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