|By: Visual IQ
Length: 10 pages
Type: White Paper
Read this primer on differing analyst perspectives and what you need to know to make informed choices
Whatever the cause, the industry is more confused today than ever before. One doesn’t need to look further than the recent reports published by Gartner and Forrester Research (both available on our website) to find examples of competing perspectives that leave the industry confused.
Untangling Attribution’s Web of Confusion: A Primer for Marketers shines a light on Forrester’s perspective that the marketing measurement and optimization industry has morphed into a new category called Unified Marketing Impact Analytics (UMIA) that combines significant strategic consulting services with software, and Gartner’s view that multi-touch, algorithmic attribution and marketing mix modeling are still two very distinct disciplines that though integrated, rely first and foremost on software. In an effort to eliminate this confusion, Visual IQ has provided additional details to cut through the hype, expose the pros and cons of the different attribution approaches available, and take one step closer to defining attribution for the industry.
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