According to eMarketer, over half of U.S. companies use some form of multi-channel attribution to measure campaigns, but only 8 percent of client-side marketers have combined customer data from multiple databases. The pressure on marketers to justify their marketing spend is increasing, and attribution modeling is becoming a higher priority.

Unfortunately, current attribution models aren't able to provide a full view of the online and offline purchase journey.

This white paper from IRI explores the various types of attribution models available in the market and demonstrates why a hybrid cross-channel multi-touch attribution model is the ideal approach for today's CPG marketers.