Esco Strong

Heather Fletcher is senior content editor with Target Marketing.

Marketers are always interested in demystifying the mysterious route consumers take to purchase. What did they look at? Why? What did it say? Melted down to a science, it's called attributing conversions in the sales funnel. And two marketing professionals believe they understand it and can explain it to marketers.

The last click hardly tells the whole story to those who want to properly attribute sales to their marketing efforts, said Esco Strong, director of the Microsoft Advertising Institute. Speaking during a session in November at ad:tech New York, Strong suggested that for the last click to happen, the rest of the funnel needs to be there. For the rest of the funnel to exist, its creators need to be paid.

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