Cross-Channel Attribution Is Needed to Drive Marketing Effectiveness

June 2014

As consumers tap into more channels than ever to connect with brands, companies are demanding more accurate measurement and accountability for their marketing dollars. Marketers, in turn, need a clear picture of how all the nuances of their digital campaigns are working-or not working. This sophisticated, algorithmic approach to measurement, called cross-channel attribution, provides a holistic view of the customer's journey to purchase. Find out how marketers are embracing attribution in this study from Forrester Research.

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