Most retailers acknowledge that allocating credit for a sale is really complex and the systems for dealing with it are rudimentary at best. George Michie, Principal, Search Marketing for RKG has extensive experience sorting out the allocation issue. He will discuss the approaches that a retailer can take and analyze the pros and cons of each based on his experience with multiple clients who are wrestling with this issue. Joining him will be a retailer who will share his company’s method for sales allocation.