Trends Report

The State Of Cross-Channel Attribution Technologies 2015

Benchmarking Marketers' Cross-Channel Attribution Initiatives

March 9th, 2015
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Mary Pilecki , Olivia French , Josh Bernoff

Summary

During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 71 customers about their cross-channel attribution efforts and their vendor partnerships. Cross-channel attribution remains a challenge for most customer insights (CI) professionals. Why? It's difficult to track customers across devices and measure the true exposure to a plethora of marketing and media campaigns. This report analyzes customer attitudes about cross-channel attribution and benchmarks organizations' experiences with cross-channel attribution vendors. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; we substantially revised this edition to factor in new data.

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