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1、FOR:CustomerTheForresterWave™:Cross-ChannelIntelligenceProfessionalsAttributionProviders,Q22012byTinamoffett,April30,2012keyTakeaWaysCompaniesareinvestinginattributionMarketersareseekingexpertadviceforthebestwaystomeasuretheirchannelswithmoreprecision.Ing
2、eneral,theyneedhelpdevelopingattributionmodelsandmakingsenseofalltheirdata.TheVendorLandscapeisimmatureVendorshavefairlyimmaturecross-channelattributionofferings.Mostcontinuetoemphasizedigitalattributionbutarerapidlyexpandingtoincludeadditionalchannelswhi
3、lealsodevelopingfuturemarketingscenario-planningcapabilities.VisualiQandClearsaleingLeadThepackForresterevaluatedfiveoutofthemorethan60vendorswescreened.VisualIQandClearSaleinghavestrong,core-attributionmethodologiesandcapabilities.TheyarefollowedbyGroupM
4、,Adobe,andConvertro.ForresterResearch,Inc.,60AcornParkDrive,Cambridge,mA02140UsATel:+1617.613.6000
5、Fax:+1617.613.5000
6、www.forrester.comFORCUsTOmERInTEllIgEnCEPROFEssIOnAlsAPRIl30,2012TheForresterWave™:Cross-Channelattributionproviders,Q22012VisualIQsurfac
7、esAtTheTopOfARelativelyImmaturemarketbyTinamoffettwithDaveFrankland,AriOsur,Caitlinsouther,andmichelleDicksonWhyReadThisRepoRTInForrester’s67-criteriaevaluationofcross-channelattributionvendors,wefoundthatVisualIQledthepackbecauseofitsexpertiseincross-cha
8、nnelattributionmethodology,reporting,andcustomeranalytics.ClearSaleingperformedwellwithitsstrongattributionmethodology,despiteitslimitedexperienceinincorporatingofflinechannels.GroupM’sLIVEplatformprovidesasolidattributionoffering,whileAdobeandConvertrofo
9、llowclosebehindwithlimitedofflinechannelcoverageandlessmatureattributionapproaches.TableOfContentsnotes&Resources2attributionprovidersseekToFillaForresterconductedexecutiveinterviewsMeasurementGapandproductdemonstrationsinFebruary2012andinterviewedorsurve
10、yed45user3Cross-Channelattributionevaluationcompanies.overviewCross-ChannelAttributionProvidersHaveRelatedResearchDocumentsBroadExpertiseTheForresterWave™:InteractiveAttribution5evaluatedVendorsRepresentaCross-Vendo
