Forrester

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: 90

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...

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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

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: 157

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: 570

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: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

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

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...

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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: 315

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: 438

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: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...

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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: 215

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: 153

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,...

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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...