Email drives sales. We know this already. How much sales it drives, however, is very often measured with a last-touch attribution model that has outlived its usefulness.
http://www.mediapost.com/publications/article/201333/is-your-email-attribution-model-to-blame-for-erodi.html
http://www.mediapost.com/publications/article/201333/is-your-email-attribution-model-to-blame-for-erodi.html
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