Understanding The Cross-Channel Attribution Landscape

February 13th, 2012

With contributors:

Suresh Vittal , Molly Murphy

Summary

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 black box of cross-channel attribution is daunting for most marketers. And with the ever-changing cross-channel measurement landscape, cross-channel attribution becomes increasingly more complex. Forrester talked with a number of cross-channel attribution vendors and other businesses focusing on cross-channel attribution. As a result, we have classified the landscape into four easy-to-track categories. Organizations that wish to succeed at cross-channel attribution must align their marketing resources, understand the attribution methodology, and develop a plan of action.

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