Innovate To Become Attribution Masters

Cross-channel attribution advances traditional marketing performance measurement approaches by connecting and accurately measuring different interaction points across marketing tactics, channels, and devices. But customer insights (CI) professionals must innovate; they must evolve their current attribution approach to measure the complexity of a fractured customer purchase path in a perpetually connected world. This report, part of the cross-channel attribution playbook, provides insights on how CI pros must advance their attribution measurement capabilities to drive deeper insights into consumers and cross-channel effects.