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: 472

For Customer Insights Professionals

Blog:Just Published: The Forrester Wave: Cross-Channel Attribution Providers

Marketers and CI professionals frequently tell us that they want a better measurement technique to accurately determine the true performance of channels and customers. I am pleased to announce that...

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

Blog:Key Findings From Forrester's EMEA Marketing Leadership Forum

Last week, I had the pleasure of attending Forrester's Forum For Marketing Leaders in London and met some members of the Forrester Leadership Board (FLB) for Customer Insights (CI)...

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: 174

For Customer Insights Professionals

Report:The Forrester Wave™: Cross-Channel Attribution Providers, Q2 2012

Visual IQ Surfaces At The Top Of A Relatively Immature Market

In Forrester's 67-criteria evaluation of cross-channel attribution vendors, we found that Visual IQ led the pack because of its expertise in cross-channel attribution methodology, reporting, and...

• Downloads: 682
• Comments: 1
• Rating:

For Customer Insights Professionals

Blog:The Cross-Channel Attribution Landscape

As a new analyst at Forrester, I’m taking over coverage of cross-channel attribution, metrics, and measurement for customer intelligence professionals. It is a wide-spanning topic to...

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

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

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 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: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: 338

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: 184
• Rating:

For Customer Insights Professionals

Report:Understanding The Cross-Channel Attribution Landscape

Customer intelligence (CI) professionals are eager to develop a fully integrated cross-channel attribution strategy as a critical first step to optimizing marketing budgets and plans. However, the...

• Downloads: 575

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: 128

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: 364
• Rating:

For Customer Insights Professionals

Report:Buyers Want Expertise From Attribution Providers

Benchmarking: Measure Marketing Performance

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....

• Downloads: 158

For Customer Insights Professionals

Report:It's Time For CI To Engage In The Campaign Process

Today's approach to marketing campaigns is broken, and customer relationships are suffering as a result. Although Customer Intelligence (CI) professionals have traditionally been detached from the...

• Downloads: 216

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: 240

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: 212
• Rating:

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...