Marketers and CI professionals frequently tell us that they want a better measurement technique to accurately determine the true performance of channels and customers. I am pleased to announce that today we published The Forrester Wave™: Cross-Channel Attribution Providers, Q2 2012. This vendor review is a result of countless hours of vendor reviews and assessments, in-person briefing reviews, customer calls, fact checking, and countless hours of intensive research work.
After long days and countless Starbuck lattes, I crawled out of this very intense research process, and a few key takeaways emerged:
Companies are investing in attribution. Marketers are seeking expert advice for the best ways to measure their channels with more precision. Attribution approach can provide a more concise way of measuring true channel and customer performance. And that’s something organizations are hungry for. To do this, they need help developing attribution models and making sense of all their data.
Cross- channel attribution is a relatively immature market. Vendors have fairly immature cross-channel attribution offerings. Most continue to emphasize digital attribution but are rapidly expanding to include additional channels, while also developing future marketing scenario-planning capabilities.