Companies may know that more advanced attribution practices are needed to prove marketing value in today’s complex media world, but that doesn’t mean they understand, or easily embrace, these practices.

Holistic attribution is a must if companies want to understand the incremental effects of their marketing efforts on key performance indicators (KPIs). It is difficult to achieve, but companies can make the move, so long as they follow necessary steps.

This report contains a framework for making sense of customer engagement metrics at one’s organization. It shares requirements for putting that framework to use and gives examples of companies successfully navigating customer engagement efforts.