Save or Share this Report

For Customer Insights Professionals

The Cross-Channel Attribution Blueprint

A Readiness Framework For Successful Implementation

January 11, 2011

Primary author headshot


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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Recommended Research