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For Customer Insights Professionals

Adopt The Right Marketing Metrics To Measure Success

February 24, 2015

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Why Read This Report

The ultimate goal of cross-channel attribution measurement is to help marketers understand what's working and what isn't — by recalculating key performance indicators (KPIs) in a more accurate, holistic way. However, measuring and analyzing newly attributed metrics is challenging. Customer insights (CI) professionals must clearly identify the metrics of success and explain the difference between attributed and nonattributed metrics. This report helps CI pros outline an attribution performance plan by identifying the metrics of success, formulating valuable analysis and recommendations, and proving the value of attribution to the organization. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • The Holy Grail: Determining The True Value Of Each Touchpoint
  • Employ An Attribution Measurement Plan To Create Insights
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  • Analyze Marketing Results Through A Multidimensional Lens
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