Trends Report

eBusiness Teams' Two Paths To Cross-Channel Measurement Success

In The Long Term, Cross-Channel Measurement Is An Enterprisewide Concern, But In The Near Term, eBusiness Must Act Now

April 11th, 2013
With contributors:

Summary

eBusiness and channel strategy professionals have a lot on their plates these days: Consumers are moving across channels for sales and service, spanning digital touchpoints like Twitter and public websites as well as offline ones like stores and branches. In order to draw market insights, demonstrate the value of digital initiatives, and justify additional resources for digital efforts, eBusiness leaders must gauge the extent and nature of cross-channel interactions with customers. Forrester sees two paths to success for eBusiness: one for teams at firms with companywide measurement systems, and another for teams that must drive cross-channel measurement efforts.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.