Why Read This
Customer Intelligence (CI) professionals are increasingly tasked with assessing marketing effectiveness across all channels within the organization. But without access to next-generation attribution processes, they can only provide a fragmented view of marketing performance across the ecosystem. Unfortunately, even the most sophisticated and strategic CI teams have difficulty implementing cross-channel attribution when their organizations aren't prepared to embrace the cultural changes that come with a new approach to marketing measurement. Successful implementation depends on following a blueprint to ensure organizational readiness across three areas: data, technology, and business culture.