Attribution management — the process of tracking, assembling and properly valuing an entire team of online ads as they lead to conversions — has become a critical component of advertising analytics.

Identifying which ad deserves “credit” for the sale or conversion has never been easy. The once-popular “last-click” conversion model has given way to a more sophisticated approach that evaluates the ‘influence potential’ of each ad click, impression, or site visit. With proper attribution, marketers can accurately measure, improve, and optimize the profit and ROI generated from cross-media advertising investments.

But to do so requires the right advertising analytics solution. How do you evaluate the various options? Which attribution management features and capabilities should marketers look for in advertising analytics packages?

This webcast highlights key attribution management features and functionality to look for when selecting an advertising analytics solution, including:

• tracking capability
• reporting functions
• relevance of ads along Purchase Paths
• basic and custom attribution modeling
• data storage

Find out what you need to know – and what questions to ask – when considering an advertising analytics solution for attribution management.

Adam Goldberg is co-founder and Chief Innovation Officer for ClearSaleing, Inc. He speaks and writes frequently about attribution management issues for marketers and advertisers.