What approach to attribution can we trust? Many studies produced by engines and agencies echo a strong agenda to spend more to do a better job through the conversion funnel. He believes many are poorly done and argued that walking into a CMOs office to say spend more money online to do a better job isn't the answer. Great stuff from George Michie,CEO, Rimm-Kaufman Group, and panelists, who calls brand search a navigational event, rather than influencer. Bidding on brand terms can convert more clicks, according to Tim Schaeffer, SEM Manager, Zappos.com. Check out the video from the SIS conference session online later today.