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Posted by Tina Moffett on April 30, 2012
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.
For even more research on attribution, my colleague Ari Osur, who serves the Interactive Marketing role, has also published The Forrester Wave™: Interactive Attribution Vendors, Q2 2012, which reviews the state of providers that handle attribution across digital specific channels. Ari and I collaborated throughout the process, and while there is some overlap in the vendors taking part, the two reports are evaluated and written for different roles. The cross-channel report is written for CI professionals and puts a premium on customer-centric insights. Like all Forrester Wave™ reports, readers of either report can download vendor scorecards and customize the weightings to reflect their own needs.