Attribution Beyond Marketing: Using All Company Touchpoints to Achieve a True Customer View
Attribution Beyond Marketing: Using All Company Touchpoints to Achieve a True Customer View

Attribution Beyond Marketing: Using All Company Touchpoints to Achieve a True Customer View

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WHAT’S IN THIS REPORT? This report explores some of the most important nonmarketing touchpoints required to build a more holistic, customer-centric attribution view. It also shares best practices for transitioning to holistic attribution.

Holistic attribution—that is, attribution that factors in all company touchpoints, not just marketing’s—is the gold standard for companies hoping to understand what each of those touchpoints is actually worth, to both their customers and their business as a whole.

 

  • It may be the gold standard, but today fewer than 5% of all companies are putting holistic attribution into practice. While by no means an easy transition, it is an essential one for companies hoping to adapt to a world where customers are increasingly put first.
  • Attribution beyond marketing requires companies to incorporate various other customer-facing touchpoints for a true 360-degree customer view. Such touchpoints include call centers, sales forces, merchandising efforts and the in-store experience.
  • To raise the chances of holistic attribution success, managers need organizational buy-in and a willingness to align to companywide key performance indicators (KPIs). They must also be ready to share the work required to put this advanced form of attribution into practice.

TABLE OF CONTENTS

  1. Attribution Beyond Marketing: Using All Company Touchpoints to Achieve a True Customer View
  2. Holistic Attribution Today
  3. Attribution Beyond Marketing: A Companywide Endeavor
  4. Marketing Musts for Working with Other Departments and Teams
  5. eMarketer Interviews
  6. Related eMarketer Reports
  7. Related Links
  8. Editorial and Production Contributors
  9. Chart Images

 

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