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I've worked with companies before that only gave credit for a fraction of revenue/orders driven by brand terms. They did a study on what % of brand SEM terms were cannibalizing against the organic listing and only gave credit for what they believed to be accretive.

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I can just as easily argue that branded search closes the sale at the bottom of the funnel and that generic search contributes to that sale...so without multi click attribution in the mix, its not fair to give credit to organic for cannibalized sales...etc... my point is really that there is room to argue both ways and without advanced attribution...someone somewhere is not getting the credit they earned.

That would be an intelligent way of doing it - most refuse to see the cannibalisation, however, and demand a purely cumulative effect, which results in unhappiness all around.

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