Trends Report

A Framework For Multicampaign Attribution Measurement

A Framework For Measurement

February 19th, 2009
JL
John Lovett
With contributors:
Lauren Jesuitus , Emily Riley , David Daniels , Emily Murphy

Summary

Multicampaign attribution has the capacity to demonstrate value from indirect revenue-generating initiatives and quantify their impact within the context of the overall marketing mix. According to 275 Web site decision-makers surveyed in 2008, a full 52% agree that attribution would enable them to spend marketing dollars more effectively. Yet only 31% are actively using attribution today, even though this concept is not new for marketers, who have long since appropriated credit to marketing endeavors in dubious ways. Now, the opportunity for a qualified attribution model exists. Given today's challenging economic times, attribution is critically important because so many organizations are questioning the value of their outbound marketing efforts. Marketers should begin measuring multicampaign attribution now, before it becomes a corporate mandate.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.