Thursday, November 30, 2006

Attribution Challenge

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.

Two points:
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.

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