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For Customer Insights Professionals

Use Cross-Channel Attribution To Understand Marketing Effectiveness

December 18, 2014

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Why Read This Report

Today's customers interact with brands via a wide variety of touchpoints across different stages of the life cycle. But most customer insights (CI) professionals measure campaign success using archaic, last-touch methods, failing to measure dynamic interactions between customers and brands. They struggle to track the true impact of their marketing efforts and understand the holistic customer journey. As a result, marketing performance insights are suboptimal and mislead CI pros about the true effectiveness of their channel, promotional, and customer service efforts. This report helps you understand how cross-channel attribution enables organizations to more precisely manage their marketing efforts while gaining a deeper understanding of customer and channel performance. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Measuring True Marketing Effectiveness Is Backbreaking
  • Cross-Channel Attribution: The New Marketing Measurement Standard
  • Get Started With Cross-Channel Attribution
  • RECOMMENDATIONS

  • Start A Grassroots Effort For Attribution Support
  • Supplemental Material
  • Related Research Documents

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