The Cross-Channel Attribution Blueprint
A Readiness Framework For Successful Implementation
January 11, 2011
Why Read This Report
Customer Intelligence (CI) professionals are increasingly tasked with assessing marketing effectiveness across all channels within the organization. But without access to next-generation attribution processes, they can only provide a fragmented view of marketing performance across the ecosystem. Unfortunately, even the most sophisticated and strategic CI teams have difficulty implementing cross-channel attribution when their organizations aren't prepared to embrace the cultural changes that come with a new approach to marketing measurement. Successful implementation depends on following a blueprint to ensure organizational readiness across three areas: data, technology, and business culture.
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