This document summarizes a study on marketing attribution conducted by Econsultancy. The study included surveys of over 600 marketers and agencies as well as 22 interviews. Key findings include:
- Attribution is still new for most companies, with 83% having used it for less than 2 years. It allows marketers to better optimize budgets and understand customer journeys.
- Larger companies are using attribution more, and it is moving to mid-sized companies. Methods are evolving from last-click to more sophisticated multi-touch approaches.
- Attribution provides accountability for digital spending but can also cause budgetary conflicts. There remains a gap integrating online and offline attribution.
- No single approach works for all - success depends on
Marketing Attribution: Valuing The Customer Journey
1. Market Data / Supplier Selection /
Event Presentations / User Experience
Benchmarking / Best Practice
Marketing Attribution:
Valuing the Customer
Journey
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