1. A computer-implemented method of attributing a plurality of conversion events to a plurality of media events, the method comprising: determining a first demographic and psychographic profile for each of a plurality of media events; determining a second demographic and psychographic profile for each of a plurality of customers corresponding to the plurality of conversion events; comparing the first demographic and psychographic profiles with the second demographic and psychographic profiles to determine a most likely media channel and media event that generated each of the conversion events.