With online and offline communications, the integration of digital and traditional mediums, the attribution lines have once again blurred. After all, just because I know that a customer received my direct mail piece and bought that new product does not necessarily mean that she did it as a result of receiving my offer through the mail. She could have found me through an Internet search or seen my ad on TV or noticed my Free Standing Insert in the Sunday paper. I mean, really, as the advertiser, how am I supposed to know what prompted the sale?!?