As more companies look to attribute their marketing efforts holistically, marketers must inevitably meet both company- and channel-specific objectives.
WHAT’S IN THIS REPORT? This report discusses how companies are balancing company-level and channel-level KPIs. It highlights key questions marketers must ask to successfully do so and emphasizes the benefits of making this advanced attribution effort work.
KEY STAT: Many marketers use both company-level metrics (e.g., revenues and customer loyalty) and channel-level metrics (e.g., clicks and opens) to measure marketing success.
This report is the second in a two-part series. Part 1, which addresses where attribution practices are today and how marketers can improve their efforts across the organization, can be accessed here: “Advancing Marketing Attribution: A Companywide Blueprint for Success.”