I have many clients that want linear, first, and/or last touch allocation in addition to different expiration periods for marketing channel analysis. The rule-based Marketing Channel Reports are fantastic, but offer only first and last touch allocation. And, there is only one selectable expiration period.
I would like to see this tool modified in such a way that all you have to do is create the processing rules in the admin console and nothing else. At that point, I would like to see two dropdowns in the UI for the reporting. One for allocation and another for expiration where you can chage all of this on the fly at anytime to actually analyze the impact of the different allocations and expirations on your marketing channel performance.
I believe that this is a next step in attribution modeling that Omniture could take with the tools that are already in place. I would like to see the marketing reporting be more analysis driven like this as opposed to simply reporting that can never be changed (without duplicating all of your tracking in multiple eVars with different allocations and expirations). Imagine how cool this would also be if you could extend the functionality to Report Builder and have Excel cells where you could change the allocation and expiration and simply refresh the data. That would make a lot of people happy.