Why Read This
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.