Use Cross-Channel Attribution To Understand Marketing Effectiveness

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.

Publication: 
Forrester
Author: 
Moffett, Tina
Document Type: 
Research
Paywall: 
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