This site is sponsored by organic search marketing company YourAmigo Ltd.
YourAmigo sees accurate measurement of marketing campaign performance as a critical component of the process of ROI improvement.
Last click/first click/same session models for revenue attribution give a biased view of performance as they look at just one small part of the end user's decision-making process. In particular, organic search is often undervalued in these models because organic search is the primary tool for a purchaser's research and trade-off analysis which may happen over days or weeks; once the purchaser has essentially made the decision to buy a particular product, they ultimately type in a specific brand or part number to Google and are then more likely to click on advertiser links or comparison shopping links in that final phase. Typical analytics packages will attribute the sale to the final click, and all the brand and awareness-building that organic search contributed is lost.
Multitouch Analytics provides a greater insight into the true effectiveness of the range of marketing campaigns.