Making Sense of Marketing Attribution [Infographic]

Making Sense of Marketing Attribution

Only 54% of business carries out any form of attribution

Of whom only 28% use last click

What are the top benefits for marketers?

  • 70%justifying marketing spend
  • 66% building an understanding of customer journey
  • 58% optimizing the media mix

But those who do:

89% say attribution has positive impact on businesses.

Problems>> lack of knowledge is greater than tech limitations.

Why aren’t companies using attribution?

Larger companies struggled with tech implementation, 32% against 14% of small business

29% say the impact was major

Marketers say that new channels are driving increased interest in attribution. 49% mob and 43% social

Types of attribution: finding the right formula

Apart from “last click”…

44% use the first click models

58% believe perfect attribution is impossible. Just 17% disagree

38% carry out attribution manually.

Barriers to success:

Disparate tools, data interpretations

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