Research Report - A Framework For Multicampaign Attribution
Measurement

by John Lovett, Senior Analyst, Forrester Research

Multicampaign attribution has the capacity to demonstrate value from indirect revenue-generating initiatives and quantify their impact within the context of the overall marketing mix. Now, the opportunity for a qualified attribution model exists. Given today's challenging economic times, attribution is critically important because so many organizations are questioning the value of their outbound marketing efforts. Marketers should begin measuring multicampaign attribution now, before it becomes a corporate mandate. Read this research report to see how Forrester suggests a framework you can use now to implement multicampaign attribution.