Business
Business owners are constantly trying to evaluate the effectiveness of an advertising campaigns. Unfortunately, they often look in the wrong direction. If you owned a small retail store, it would seem silly to give the front door of your business credit for attracting all your customers. Sure, a few may have seen something in the window that caught their attention. But most were drawn by some other forces (usually advertising of some sort). For some reason, people believe the digital world works differently. But it doesn't.