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  1. Vivek May 14, 2015

    Kewl you should come up with that. Excnelelt!

  2. Shakil May 14, 2015

    That’s not just the best anrswe. It’s the bestest answer!

  3. Akua May 15, 2015

    Shilpa / Hi Parul,I went through your blog and got to know that u are culerntry pursuing internship as a human resource professional. Well I am an aspirant of MBA program at Emory and would like to know more about how GBS has helped you transition in the field of HR.Thanks,Shilpa

  4. Uwik May 15, 2015

    It’s great to find an expert who can expilan things so well

  5. Viki May 16, 2015

    Michael, excellent post. And, yes I think this is an imaontprt challenge, not only as outlined, but also as one considers some of the added factors Phil mentioned above. This challenge is made even more difficult for large B2B shared services, or matrix org marketers when trying to convince product and solution p/l owners to allocate spend on various types of content. If one can’t draw a line from awareness to the register, then line marketers remain reluctant to fund many types of content into the marketing mix, regardless of analysis demonstrating historical lift in certain attributes like affinity. Does it matter? Well, ROI-driven marketers may be missing an opportunity to influence sales by utilizing engaging thought leadership, and brand–driven content. Why? When purchase attributes are at or near parity in the consideration set, which touchpoints can impact the sale? Evidence shows that brand strength and affinity can make the difference, and content is a great vehicle to drive that. Yet, without specific “attributable” evidence in the form of ROI, you’re asking budget owners to take a leap of faith. So, instead they spend money on last click programs with 400% ROI. Who wouldn’t? That’s why this is an imaontprt question. We know what we’re doing doesn’t get to the whole story. But we also know we’ve got to provide better attribution in order to be responsible and accountable partners to the rest of the organization. We’re not there yet. Thanks,Paul


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