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For B2C Marketing Professionals

The Marketing Measurement And Insights Playbook For 2018

Executive Overview: Cross-Channel Attribution Puts The Science In Marketing Measurement

As marketing evolves to influencing customers at multiple points in the customer journey, marketing measurement must fully value the role of each marketing interaction. B2C marketers must embrace unified marketing impact analysis (UMIA) — an approach that uses statistics to fractionally allocate credit to different marketing initiatives across all touchpoints. This playbook explores how marketers can use UMIA to better measure marketing performance, take a data-driven approach to marketing planning, and shift to a continuous optimization process. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
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