Courtesy of Harvard Business Review, the above chart is part of an article outlining how "swim lane" measurement i.e. measuring a channel in isolation, can provide misleading results and ROI. Quite clearly, from this analysis, Paid Search is that player that hangs around the 6 yard box, waiting for the easy tap in and taking all the glory. This makes sense, when you keep in mind that people searching are those with an intent, and towards the conversion end of the consumer journey. Where as, social media looks to be the chap crafting the build up play and making the assists. Full article here.