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Customer Intelligence (CI) Professionals are eager to develop a fully integrated cross-channel attribution strategy as a critical first step to optimize marketing budgets and plans. Although it is a nascent market, four segments of providers that support cross-channel attribution have been identified: full-service vendors, agencies, consultants, and marketing-mix modeling firm. With the ever-changing cross-channel attribution landscape, this fairly new measurement technique has become increasingly more complex. For marketers, it's extremely difficult to navigate this landscape and identify the best provider to help develop an attribution strategy.
Forrester evaluated five leading cross-channel attribution providers across 64 different criteria. As part of the evaluation, Forrester surveyed up to 34 referenced clients. This webinar provides an overview of the cross-channel attribution landscape, how the service providers stack up, and insights into customer cross-channel attribution efforts.
Agenda:
Vendors mentioned: Adobe, ClearSaleing, Convertro, GroupM, Visual IQ
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