He brought up the old John Wanamaker quote about wasted advertising money, and emphasized that businesses need to start working towards attribution models now in order to make better marketing decisions in the future.

Robin Smith, the global search marketing manager at Life Technologies, then stepped up to introduce a couple of points about the complexity of doing so. After doing some investigating, she found that her company had missed roughly 80 percent of the touch points leading to conversions.Next, Mark Grote, whos a senior search manager at Microsoft, issued some statements about his companys stance on last click attribution. He claimed that search overdelivers and is overcredited in terms of campaign performance. SEO ties more to the awareness and consideration phase of a purchase than to sales, according to Grote.Finally, Adam Goldberg, ClearSaleings chief innovation officer, wrapped up the sessions formal presentations. He made the point that banners can be extremely useful in influencing the types of searches that are done. Otherwise, Goldberg stated that the last click model is not as effective as the attribution model, and that you cant do attribution just by guessing.