The series of events leading up to a consumer’s purchase can sometimes resemble the workings of a Rube Goldberg machine, and it makes little sense to attribute the buy to the last step. A company called ClearSaleing is making advances in attribution management, instead.

Adam Goldberg, the cofounder and Chief Innovation Officer of ClearSaleing, took a few minutes to talk to WebProNews at SES San Jose. He explained that ClearSaleing focuses on the entire purchase path rather than embrace the last-click model. “The last click is dead,” Goldberg proclaimed.

Onlookers and experts would seem to agree. Search Engine Watch recently gave ClearSaleing its “Technology Platform Search Marketers Can’t Live Without” award, which represents a significant honor. Other SEW award winners included impressive entities like Adobe, Facebook, Intel, and Yahoo.

ClearSaleing should achieve even more in the future, too. With respect to attribution management, Goldberg promised that his company will “continue to push the envelope in that area.”