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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
