Measure The Impact Of Cross-Channel Attribution

June 4th, 2014

With contributors:

Summary

Cross-channel attribution measurement promises to allocate appropriate credit to all marketing interactions along the customer purchase path. More and more organizations embrace attribution measurement, but they find it difficult to showcase the tangible benefits and quantifiable impact on business value. This report helps customer insights (CI) professionals build the business case for attribution measurement by developing the return on investment (ROI) of attribution. It outlines the costs, benefits, and risks of implementing an attribution measurement framework.

Want to read the full report?

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.