Seems that as of late I've been shilling for Kevin Hillstrom's Mine That Data stuff. Certainly very focused on retailers and catalogers, but lessons to be learned for the rest of us in just thinking about some of the possible models for getting to multi-channel marketing attribution.
I point lots of people there, mostly marketers, and most don't have the stomach for it. They think it sounds good, but struggle with actually putting some of it in place. I think measurement/ROI, blah, blah starts with making a bunch of assumptions and then working through reasonable attribution. I have no affinity to any channel, so for me, it's about the patience of piecing the puzzle together.
In his latest post, Measuring Paid Search, E-Mail, And Social Media Influence Via Matchbacks , he illustrates a model that might include social media, mobile, search, etc. The numbers being accurate right away isn't the issue, make a guess and then prove it right or wrong. Obviously he's using a case where a site has the ability to recognize users and their profiles, but if you want to get to any level of understanding, that is table stakes.
If you don't want to put in the time, effort, and resources, you shouldn't even be talking about measurement, and certainly not just manufacturing the silver bullet out of thin air.
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