The Attribution Readiness Self-Test

January 31st, 2011

Fatemeh Khatibloo

With contributors:

Suresh Vittal , Allison Smith

Summary

Customer Intelligence (CI) professionals should constantly evaluate their need for next-generation marketing measurement processes, including cross-channel attribution. Successfully implementing attribution depends on organizational readiness in three primary areas: data, technology, and cultural framework. To help CI professionals gauge whether their firms meet the requirements before drafting an implementation plan, we created a self-test to measure the key factors in each area. To get the most out of this diagnostic tool, firms should take the tests, share the results, discuss the implementations, and create a road map to enhance their marketing attribution approach over time.

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