The State Of Cross-Channel Attribution Technologies 2015

During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 71 customers about their cross-channel attribution efforts and their vendor partnerships. Cross-channel attribution remains a challenge for most customer insights (CI) professionals. Why? It's difficult to track customers across devices and measure the true exposure to a plethora of marketing and media campaigns. This report analyzes customer attitudes about cross-channel attribution and benchmarks organizations' experiences with cross-channel attribution vendors. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

The Marketing Measurement And Insights Playbook for 2016
Moffett, Tina; Pilecki, Mary; Bernoff, Josh; French, Olivia
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