Think back to the days before the Internet. You come home from a hard day at work (remember that work was a lot harder before the Internet) and discover that your basement is completely flooded. You immediately think of the annoying TV commercial that has been playing a lot lately: "If youuuu need a plumber ~ call John Doe Plumbing todayyyyyy!"

You now have two options. You can (a) turn on the TV and wait for the commercial to come on again or (b) open up the phone book and find John Doe's phone number. Even though it was the constant presence of TV ads that led you to contact John Doe Plumbing, the Yellow Pages salesman will go back to John Doe and show that the phone call came from his book.

As we saw in the previous question, many marketers are now giving credit to the last point of contact that a lead came through. If the visitor searched for the business by name, then shouldn't we be tracing that lead back to the other sources (like display and non-clicked SERP ads) that contributed to the branding experience?