FOR Customer Insights PROFESSIONALS

The Cross-Channel Attribution Playbook


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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PLAYBOOK RESEARCH

Landscape: Trends In Marketing Performance Measurement Technologies
Strategic Plan: Build Capabilities For Measurement Success
Road Map: Build A Road Map For Marketing Measurement Success
Organization: Organize For Marketing Measurement
Performance Management: Adopt The Right Marketing Metrics To Measure Success
Continuous Improvement: Innovate To Become Attribution Masters
Landscape: Trends In Marketing Performance Measurement Technologies
Road Map: Build A Road Map For Marketing Measurement Success
Performance Management: Adopt The Right Marketing Metrics To Measure Success
Strategic Plan: Build Capabilities For Measurement Success
Organization: Organize For Marketing Measurement
Continuous Improvement: Innovate To Become Attribution Masters

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Forrester Playbooks

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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.