My 20x20 presentation from BrightonSEO. For a full transcript and video of the presentation please see this post on the Fresh Egg blog - http://bit.ly/mPoyCr.
6. Issues with single interaction attribution. Awareness Category keywords e.g. ‘laptops’ Interest Product keywords e.g. ‘dell vostro 3350’ Selection keywords e.g. ‘Best deal on dell vostro 3350’ Desire Converting keywords e.g. ‘Laptops r’ us’ Action
15. Points to note. 30 days Conversion Organic Direct Paid Paid Counts as 1 assist for Paid Not included in MCF Not ignored in MCF Gets the credit in standard reports