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Cross-channel attribution is about attributing the credit for marketing results to where credit is due.
According to Forrester Research, about 87% of marketers and 85% of agencies misattribute credit: They either attribute all credit to the last touch point or have no way of attributing the credit in a meaningful manner.
Marketers and their agencies make five common mistakes that can be avoided by deploying cross-channel attribution techniques.
1. Nonexistent or Nonusable Data
Odds are that you are not collecting marketing data, or you have lots of data that you are not using to make the right marketing decisions...
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