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I received a tweet this from a tweet from a guy who I like and respect, BUT here's what he said..."...give me 100% measured, direct attribution data and you have our attention"There is a huge desire - it's a hope really - that we can somehow make a very involved shopping process easier to measure. I understand that desire, that hope, that dream, BUT the reality is that we can't control the consumers' shopping process. What we can control is how we measure the shopping activity and how we allocate credit for moving the consumer in our direction.I read this article just this morning, "Real Time, Multi Channel Marketing Attribution: From Myth to Reality".I fear that the technology to accurately measure and attribute sales is passing us by -- and many marketers in automotive really don't have the desire to embrace the new technology.
I received a tweet this from a tweet from a guy who I like and respect, BUT here's what he said...
"...give me 100% measured, direct attribution data and you have our attention"
There is a huge desire - it's a hope really - that we can somehow make a very involved shopping process easier to measure. I understand that desire, that hope, that dream, BUT the reality is that we can't control the consumers' shopping process. What we can control is how we measure the shopping activity and how we allocate credit for moving the consumer in our direction.
I read this article just this morning, "Real Time, Multi Channel Marketing Attribution: From Myth to Reality".
I fear that the technology to accurately measure and attribute sales is passing us by -- and many marketers in automotive really don't have the desire to embrace the new technology.
