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For Customer Insights Professionals

Buyers Want Expertise From Attribution Providers

Benchmarking: Measure Marketing Performance

May 10, 2012

By Tina Moffett with Dave Frankland, Michelle Dickson

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Why Read This Report

During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 34 customers about their cross-channel attribution efforts and their vendor partnerships. Cross-channel attribution remains a challenge for most customer intelligence (CI) professionals. Why? Most lack a strong, analytically driven attribution approach and attempt to operate with limited analytics resources. This report shows customer attitudes toward cross-channel attribution and benchmarks organizations' experiences with cross-channel attribution vendors.
Tags: Attribution, Cross Channel Strategies, Customer Intelligence Strategy and Process, Marketing & Strategy, Marketing Measurement, Marketing Methods, Measurement Methods & Techniques
US $ 499
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TABLE OF CONTENTS

  • Cross-Channel Attribution Is A Priority For A Wide Range Of Firms
  • Vendors Need To Provide End-To-End Attribution Strategies
  • Supplemental Material
  • Related Research Documents
 
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