Do you have issues with attribution?  Determining which media or combination of media is responsible for conversion of a prospect is daunting, and the new media technologies that are rapidly growing are about to make it much more challenging.  For traditional media, econometrics modeling has historically been used for attribution.  This is a look-back method using sophisticated tools to measure various traditional media types on how their scheduling and weights have impacted ROI, sales or awareness, depending on goals.