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Attribution studies zero in on digital leads

Firm checks 3rd-party success rate

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Heath Thompson was getting ready to stop advertising on Autotrader and cut back on digital spending last fall at his rural Georgia store when the company, hoping to retain the contract, offered to do an attribution study to show Autotrader’s influence.

Thompson, general manager of Ronnie Thompson Ford in East Ellijay, Ga., agreed to the study. He was surprised by what he learned.

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