How to promote the contribution of channels that act in the early stages of the customer journey?

Today a lot of attribution systems are too simplistic and often select only one channel according to the “last click” rule. As a result, it limits e-retailer investments on the channels that often initiate the purchasing act. And yet these channels naturally provide websites with new prospects, who can then be turned into clients by marketing channels closer to the purchasing act, such as display retargeting, email retargeting or sponsored links.   Buy Internet Marketing 2014 by EBG (in French)