How do we align sales and marketing?
A recent post by Kevin Hillstrom challenged the analytic and vendor community to help figure out the problem of multi-channel sales attribution. When using multiple delivery vehicles and providing multiple shopping outlets the attribution question gets a bit muddy to put it mildly.
1. As noted the other day, attribution shouldn't necessarily be used to measure productivity.
2. The next challenge should include other on-line tactics like microsites and affiliate networks.
That said, it's still a worthy cause.