You know those old chestnuts: Accountants never get around to doing their own taxes. Advertising agencies don't advertise. Plumbers have leaky pipes. And now, there's Facebook, the No. 1 social media platform in the Western world. For obvious reasons, the company doesn't use competitor channels like LinkedIn and Twitter. But according to a recent study by Investis, Facebook execs also fail to use their own channel well.

One day, advertising will enter a "postdigital age," when the concept and word "digital" will move into the background, where agencies and titles remove that moniker, where conversations switch from the pipes to the content. We're not there yet; we may be five years away.

Developing a data strategy can be a daunting task for a marketer because, simply put, you were never trained to think about data. That being said, step one is to admit what you don't know so you can surround yourself with the people who do.

It was interesting watching my family watch the Oscars Sunday night. Given that I'm the father of two Millennials, who have paired with their own respective Millennials, you can bet that it was a multiscreen affair. But to be fair, they weren't the only ones splitting their attention among the TV and various mobile devices. I was also screen-hopping.

Forgive me for not talking about the Oscars, but I once again find reason to rant on the basis of a bunch of news stories that caught my eye last week. The Wall Street Journal reported that certain U.S. TV channels have started speeding up the replay of some TV shows like "Seinfeld" or "Friends" in order to free up more minutes they can sell.

"We're running a clinical trial on the use of Google Glass in a hospital setting," said the young man across from me, excitedly. "This could change everything!" "Oh," I replied. "But didn't Google just cancel the Glass program?"

Judged by their actions and words, it seems many industry folks believe that "media usage" is directly linked with a corresponding opportunity to reach those people with ads. On the contrary: The two things are not the same, and believing it won't make it so.

Are you afraid of the future? Are you afraid for your job? All the excitement about technology and data in the marketing ecosystem creates new opportunities -- but opportunity depends on change, and change requires new roles and skills. What roles are we giving up when we create these new opportunities? Will your job be threatened if you don't know how to proceed?

A few years ago, I was moderating a panel on mobile advertising. The room was full of marketers. One audience member lamented, "Why don't the carriers just share the subscriber information? They know addresses, family status, credit history, demographics -- they have all that information. Then we could really pinpoint our market." I had to jump in. I asked this room full of marketers to indicate who would like to have access to that information by raising their hand. The entire room answered in the affirmative. Then I added a twist. "OK, everyone in this room has a mobile phone. …

Don't say I don't love you, dear reader, because today I have decided to talk about Fractional Attribution. I just KNOW that you care about this deeply.