Untangling The Attribution Web
Using Cross-Channel Attribution To Understand Marketing Effectiveness
December 3, 2010
Why Read This Report
In an environment where media fragmentation is the status quo, traditional one-to-one, last-touch methods of allocating demand to marketing efforts are outdated and lead to a suboptimal marketing mix. Customer Intelligence (CI) professionals must adopt a cross-channel attribution model in order to optimize marketing budgets, accurately calculate customer value and acquisition costs, and develop a holistic view of the marketing ecosystem. Failure to embrace this new standard is expensive — firms will be plagued with continued channel conflict and an inefficient marketing budget.
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.
This report is available for individual purchase ($499 USD).Purchase
Marketing's Data-Driven Future Demands Unified Measurement
January 26, 2017 | Jim Nail
Q&A: The Privacy-Personalization Paradox
June 3, 2014 | Fatemeh Khatibloo
Be A Loyalty Company, Not A Company With A Loyalty Program
January 31, 2017 | Emily Collins