Trends Report

Brief: Customize Your Cross-Channel Attribution Technology RFP

March 24th, 2015
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Mary Pilecki , Olivia French

Summary

Forrester frequently takes inquiries about cross-channel attribution technology capabilities, the vendor landscape, and key considerations for vendor selection. We've found that customer insights (CI) professionals still stumble their way through the attribution vendor selection process, often confused about capabilities they must explore throughout the request for proposal (RFP) process and how they should engage with vendors. CI pros must ditch the canned RFP templates and embrace creating a highly customized attribution technology RFP to extract the most relevant requirements, so they can select the best attribution vendor for their needs. This report provides key recommendations on how to structure an attribution technology RFP to find the best solution partner.

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