Sometimes, tracking data are used to provide inputs to Marketing Mix Models which marketing science statisticians build to estimate the role of advertising, as compared to pricing, distribution and other marketplace variables on sales of the brand.
Typically, the respondent is either shown a brief portion of a commercial or a few memorable still images from the TV ad.
Many companies have created tools to effectively track their commissions in order to optimize their profit potential.
The information provided will show the marketer which advertising methods are generating income and which are not, and allows him to effectively allocate his budget.
Last-click attribution means the belief that the last ad a person saw actually generated the sale, which is often not the case.