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Posted by Tina Moffett on May 28, 2013
Last week, I had the pleasure of attending Forrester's Forum For Marketing Leaders in London and met some members of the Forrester Leadership Board (FLB) for Customer Insights (CI) professionals. I was eager to share my research on attribution measurement and (selfishly) get their point of view on measurement successes and challenges in Europe. Here are a few key takeaways from our CI colleagues across the pond:
The key takeaway (from my small sample of European firms) is that attribution adaption is well underway, with even more complex layers of questions and roadblocks on the part of firms. I’m eager to see the development of attribution across Europe and other geographic areas, with greater investments in analytics and measurement to better understand marketing and consumer performance. I will continue to investigate measurement adaption across the globe to obtain a more comprehensive point of view on this topic.