Forrester

For Customer Insights Professionals

Report:Cross-Channel Attribution Presents A Clear Path To Marketing ROI

Vision: The Cross-Channel Attribution Playbook

Today's customers interact with brands via a wide variety of touchpoints and at different stages of the brand life cycle. But companies measure campaign success using last-touch methods that fail to...

• Downloads: 443

For Customer Insights Professionals

Report:Are You Ready For Cross-Channel Attribution?

Assessment: The Cross-Channel Attribution Playbook

Cross-channel attribution is a complex, advanced measurement approach, allowing marketers to uncover the true impact of their marketing campaigns across channels. To get it right, organizations must...

• Downloads: 319

For Customer Insights Professionals

Blog:Google Rolls Out Its Attribution Modeling Tool To A Wider Audience

Google recently announced, on Tuesday, plans to offer its Attribution Modeling Tool through Google Analytics via a public white list. The Attribution Modeling Tool was previously offered through the...

For Customer Insights Professionals

Report:Cross-Channel Attribution Puts The Science In Marketing Measurement

Executive Overview: The Cross-Channel Attribution Playbook

Traditional campaign measurement focuses on simple, one-sided metrics, often giving credit to the last interaction an organization had with a customer and delivering an incomplete view of marketing...

• Downloads: 343
• Rating:

For Interactive Marketing Professionals

Report:The Forrester Wave™: Marketing Mix Modeling, Q2 2013

The Nine Providers That Matter Most And How They Stack Up

Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-time,...

• Downloads: 14

For Customer Insights Professionals

Blog:Is Your Organization Ready For Cross-Channel Attribution?

I am a measurement geek. I get great joy from analyzing data, measuring customer behavior, and assessing marketing campaigns. It’s something that I’ve done for years, across different...

For Customer Insights Professionals

Report:Determine The Best Attribution Provider Based On Long-Term Measurement Needs

Tools And Technology: The Cross-Channel Attribution Playbook

Customer intelligence (CI) professionals increasingly look to attribution experts for guidance and tools to help calculate true channel and customer purchase path. While there is a broad array of...

• Downloads: 94

For Customer Insights Professionals

Report:Culture, Data, And Technology Are Key Ingredients For Measurement Success

Strategic Plan: The Cross-Channel Attribution Playbook

A key piece in cross-channel attribution is developing a strategy that outlines where the organization needs to progress to achieve attribution nirvana. To be successful at cross-channel attribution,...

• Downloads: 166
• Rating:

For Customer Insights Professionals

Blog:Cross-Channel Measurement to Assess the Perpetually Connected Customer

The analytics community is experiencing a rebirth. A renewal. A renaissance. Why? Data is bursting from every corner, from every device, allowing brands to deliver relevant messages and offers to its...

For Customer Insights Professionals

Report:Rethink Existing Approaches To Embed Cross-Channel Attribution

Processes: The Cross-Channel Attribution Playbook

Establishing a cross-channel attribution measurement framework requires a tremendous amount of due diligence, planning, and process across the organization. In this report of the cross-channel...

• Downloads: 193
• Rating:

For Customer Insights Professionals

Blog:Now Live: The Cross-Channel Attribution Playbook

Cross-channel attribution. For customer insights and marketing practitioners, attribution is a white hot measurement topic. It’s viewed as the best way to measure effectiveness of marketing and...

For Marketing Leadership Professionals

Blog:Just Published: The Forrester Wave Marketing Mix Modeling Providers Q2 2013

Marketing professionals are more and more accountable for proving value, and making investment recommendations and decisions, based on business and marketing performance. Marketing mix modeling is...

For Customer Insights Professionals

Report:Just Add Collaboration: All Functions Required For Successful Implementation

Organization: The Cross-Channel Attribution Playbook

This report, part of the cross-channel attribution playbook, is designed to help firms plan and coordinate activities across roles and functions and to clarify task responsibilities in successfully...

• Downloads: 158

For Customer Insights Professionals

Tool:Forrester Wave™: Cross-Channel Attribution Vendors, Q2 '12