Gartner Research

Create a Framework for Calculating ROI of Multichannel Customer Engagement Activities

Published: 03 November 2014

ID: G00270636

Analyst(s): Richard Fouts, Kimberly Collins , Martin Kihn


Multichannel marketing leaders know that ROI measurement of cross-channel investments in customer engagement is critical, but there's no off-the-shelf product to automate the process. We provide a three-step process to work with marketing analytics leaders to design a holistic ROI architecture.

Table Of Contents


  • Step 1: Define Metrics and Identify Data Sources
  • Step 2: Build Analytic Models to Attribute Revenue
  • Step 3: Design Reports and Dashboards
  • What to Do Next

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