Why Read This
Cross-channel attribution measurement promises to allocate appropriate credit to all marketing interactions along the customer purchase path. More and more organizations embrace attribution measurement, but they find it difficult to showcase the tangible benefits and quantifiable impact on business value. This report, part of Forrester's cross-channel attribution playbook, helps customer insights (CI) professionals build the business case for attribution measurement by developing the return on investment (ROI) of attribution. It outlines the costs, benefits, and risks of implementing an attribution measurement framework.