Response attribution, while challenging, provides tremendous benefits. Not only does it provide full visibility into channel performance, it may be used as an input to optimize long term media spend as well.

The key benefit for cross channel attribution is to provide visibility into which marketing channels are driving sales well and which are performing poorly. This will allow you to adjust your marketing tactics accordingly and track performance over time.

In many environments several challenges exist when implementing a cross-channel response attribution model. They include:

Over at the InNetwork blog this week, I wrote about why influencers deserve to be paid. It essentially looked at why brands should be treating influencers more professionally, and respecting them as a key partner in any marketing mix.

In the comment section after the post, Kari Rippetoe, Content Marketing Manager at Search Mojo, left an interesting statement:

Interesting post – you pulled me in with that title, because I wasn’t quite sure I agreed. I totally get where you’re coming from regarding the time an influencer not only spends in writing a post, but also in cultivating and managing their influence and community. But, from an SEO standpoint (and I work for a search marketing firm, so we’re very sensitive to this), paid posts (if you’re indeed compensating the influencer with money) can be detrimental to SEO. Google doesn’t like paid links, and while its algorithm can’t necessarily detect all paid links, I’m not sure if it’s worth the risk. That’s why we don’t pursue requests from bloggers to write posts for payment – because that’s a risk we can’t take on behalf of our SEO clients.

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I sat across the desk from Mike, the new VP of Sales.  He had just been promoted 6 months ago. Before his promotion Mike was the can’t-miss Sales Manager.  Now he was just another VP of Sales in the crosshairs.  His team had missed the last two quarters.  An unraveled roll of antacids sat on his desk.  “I feel like I’ve got to turn around a battleship and I’ve got a speedboat’s time. I’m stretched in too many different places.  I don’t have the time to focus on anything.”

Mike was a roll-up your sleeves execution specialist. But he couldn’t do it alone.  He was spending a lot of time in the wrong places.  After a quick conversation, we found he was committing 3 of the sales myths below. The majority of Sales VPs are guilty of at least one.  Download our Fixing The Myths Action Plan to solve these problems.

I had an amazing customer experience this week that I need to tell you about because it’s directly applicable to the automotive industry.

My wife loves domaine de canton, a ginger flavored liqueur.  Last Christmas I tried to track it down for her but couldn’t find it anywhere.   I located the distributor who told me  there was none for sale in stores since they couldn’t get their supply out of Europe.

However, he said they had a couple of bottles in their office and would I like one.   I said yes and asked how much.   He said not to worry about it and asked for my address.   They also paid for shipping.

That in itself was a true surprise and delight experience….but there was more.

This week I got an email out of the blue from the same guy.  He wanted to let me know they had started to receive some shipments and he included a link to the stores that had some.

As it relates to the automotive industry I found this experience fascinating.    This was a $60 bottle of liqueur. Not that expensive.  The guy didn’t have to give it to me for free and he certainly didn’t have to follow up a full six months later to let me know it was available again.

I wonder how many car dealers would track down a customer after such a time for a potential purchase which is much, much more expensive.    The good ones would but I think this example serves as a great example of outstanding customer service.   An idea worth sharing.

Until next time