According to Richard Zwicky of Eightfold Logic, formerly Enquisite, marketers are not effectively monitoring and measuring online attribution.  Many analytics products attribute all or most conversions to the last click, which isn’t always correct.

By applying attribution to the wrong place, marketers are not able to understand how different channels contribute to the sales process. Zwicky says this of marketers, “Basically, they’re undercutting their own opportunities.”

He goes on to stress the importance of finding the true sources of value in order to increase conversions and, ultimately, grow the business.

Zwicky also talks with WebProNews about a new Eightfold Logic product for link building. The product applies a dating service model to the process of link building. Just like an online dating service, users begin by filling out a profile that explains what they want in a link, instead of a date.

Once a match is found, the system contacts the party and advises it to review the match. At this point, if the user wants an introduction and both parties agree, the system connects the two.

“It isn’t designed to overwhelm you with a lot of links; it’s designed to deliver you high-valued, contextually relevant links, which… in the end, is really more valuable,” says Zwicky.

For more information on the product, sign up here.