Embrace Cross-Channel Attribution As The New Marketing Measurement Standard
Marketing measurement has evolved. Brands are embracing advanced measurement methodologies, such as cross-channel attribution, to determine the true impact of all interactions across all devices, channels, and campaign tactics. Customer insights (CI) professionals lead the efforts to understand the true contributed value of each single interaction. Why? Attribution analysis is complex, and performance metrics, such as cost per action (CPA), conversions, and customer value, are recalculated to consider ...
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With mobile, social, and other technologies shifting power directly to the consumer, setting a clear strategic course has never been more challenging for customer insights professionals. Learn how Forrester Consulting can help.