Attribution. Now more than ever the conversation about who gets credit for the sale of a car has to change. Whether anyone will admit it or not, both vendors and dealers hate sales attribution. It’s OK, they should. Unfortunately, though, the only thing anyone could do is say “well, you just shouldn’t pay attention to sales attribution.” That sort of dead end thinking gets us nowhere fast. And we shouldn’t think that attribution has no place in the overall conversation. All we have to do is expand our conversation beyond marketing and into the dealership itself. Once we do this, we have Opportunity Attribution. If you want to know what this is and how it evolves the conversation for the benefit of dealers, then check out this week’s 5 Minutes with Sean. With much appreciation the Intro and Outro music is courtesy of the Goran Ivanovic/Fareed Haque DUO