Yesterday, we held our monthly "Think Tank" session, and one caller asked about "annualizing attribution." I found this to be quite an intriguing topic.
It occurred to me that there are three issues that must be considered:
- Should we even be reporting attribution for periods greater than a year?
- If yes, should we annualize?
- If yes, how (i.e., what are the mechanics)?
In the mean time, if you have any thoughts, please let me know.