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For Customer Insights Professionals

Innovate To Become Attribution Masters

September 2, 2014

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Why Read This Report

Cross-channel attribution advances traditional marketing performance measurement approaches by connecting and accurately measuring different interaction points across marketing tactics, channels, and devices. But customer insights (CI) professionals must innovate; they must evolve their current attribution approach to measure the complexity of a fractured customer purchase path in a perpetually connected world. This report, part of the cross-channel attribution playbook, provides insights on how CI pros must advance their attribution measurement capabilities to drive deeper insights into consumers and cross-channel effects.

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Table of Contents

  • Transform Attribution Measurement To Gain Deeper Insights
  • Invest In The Right Competencies To Advance Attribution
  • RECOMMENDATIONS

  • Take A Staged Approach To Advance Your Attribution Measurement
  • Supplemental Material
  • Related Research Documents

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