Stumbled upon

Now it is true that with sufficient analytical skills, time, patience and God’s direct blessing to you, it might be possible to do complete multi-channel attribution analysis where the multi-channel includes multiple online ad channels, behavior of the person across devices and the impact online and offline. Sadly that is incredibly hard to do as a whole. And when I say incredibly hard, I mean almost impossible.

…the advertising strategy of the future: The majority of effort and spend will be supporting an always-on strategy based on many, lightweight interactions over time to build deep relationships and loyalty. A minority of effort and spend will be supporting a small number of heavyweight interactions with true fans to achieve specific goals (mostly around driving awareness of new things).

It is no longer acceptable to just meet past expectations. Alternatives to you are one click away, one Google search away, one tweeted recommendation away. Aim to meet super-insane customer expectations and you’ll future-proof your business.
Oh and yes, I do get that this is hard. You have to rethink everything. Price of greatness, sadly.

What makes social so different (and why it drives me crazy when people talk about intention as the way to make money in the sphere) is that it’s a place people go without intention. Those millions of people spending millions of minutes on Facebook a day aren’t really there to find out what’s happening with their friends, they’re just there, in the exact same way they’re just in front of their television (plus clicking, of course). Twitter’s the same. So is Tumblr. People don’t load that up looking for something, they open their iPhone and hit the Twitter icon looking for nothing.