Just came across this article on an internet marketing blog. The author makes a good point about online advertising getting credit for driving in-store sales at retailers, given that to date, most of the online advertising out there cannot be tracked in-store and hence does not get sales credit from the rest of the organization. This is a problem of sales attribution, meaning did the sales come from traditional advertising or online advertising? Check out the article for a good shout-out and good read…
