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.
- June 2014