FOR Customer Insights PROFESSIONALS

The Cross-Channel Attribution Playbook


Cross-Channel Attribution Puts The Science In Marketing Measurement




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 effectiveness. But customer intelligence (CI) professionals want to understand cross-channel and cross-campaign impact in efforts to fine-tune key business, marketing, and performance drivers. Enter cross-channel attribution — a measurement approach to help marketers accurately calculate the true ...

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PLAYBOOK RESEARCH

Landscape: Today's Market Is Poised For M&A
Business Case: Model The ROI Of Cross-Channel Attribution
Road Map: A Winning Blueprint Demands That You Walk Before You Run
Continuous Improvement: Next Steps In Cross-Channel Attribution
Business Case: Model The ROI Of Cross-Channel Attribution
Landscape: Today's Market Is Poised For M&A
Road Map: A Winning Blueprint Demands That You Walk Before You Run
Continuous Improvement: Next Steps In Cross-Channel Attribution

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With mobile, social, and other technologies shifting power directly to the consumer, setting a clear strategic course has never been more challenging for customer intelligence professionals. Learn how Forrester Consulting can help.