Trends Report

Measure The Impact Of Cross-Channel Attribution

June 4th, 2014
With contributors:
Mary Pilecki , Olivia French


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.

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