Has The Attribution Pendulum Swung Too Far Away From Search?

by David Rodnitzky
What’s good for the goose… Though I am a search engine marketer (SEM) at heart, I’m willing to admit that last-click attribution gives paid search too much credit. Consider, for example, a brand search like “Nikon” that drives a purchase of an expensive camera. Few would doubt that the consumer typing in this term had spent hours researching, searching, and being influence ...Read the full article