Trends Report

Untangling The Attribution Web

Using Cross-Channel Attribution To Understand Marketing Effectiveness

December 3rd, 2010
Fatemeh Khatibloo, null
Fatemeh Khatibloo
With contributors:
Suresh Vittal , Michael J. Grant , Allison Smith

Summary

In an environment where media fragmentation is the status quo, traditional one-to-one, last-touch methods of allocating demand to marketing efforts are outdated and lead to a suboptimal marketing mix. Customer Intelligence (CI) professionals must adopt a cross-channel attribution model in order to optimize marketing budgets, accurately calculate customer value and acquisition costs, and develop a holistic view of the marketing ecosystem. Failure to embrace this new standard is expensive — firms will be plagued with continued channel conflict and an inefficient marketing budget.

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