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by Thad Rueter, Internet Retailer

“Digital marketing firm Kenshoo Ltd. similarly aims to give retailers a wider view of their online marketing efforts with SmartPath, a tool it launched in mid-February. Via web cookies and mathematical models, the tool gives e-retailers a view of how a consumer comes to make an online purchase instead of, say, giving full credit to the last online action—or click—made by the consumer before buying.”

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