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The rise of marketing attribution [infographic]
81% of organisations are now tracking the customer journey, according to a new survey from Econsultancy and AdRoll. 'The 2017 State of Marketing Attribution' report surveyed 1,000 brand marketers and agencies across Europe, North America, Japan and Asia-Pacific to gain insights into marketers' perspective on the changing dynamics of attribution.
With multiple devices and touch points in the customer journey, it's essential that marketers understand the effectiveness of their campaign and how each of the channels they use are contributing to bringing customers to their businesses. The report found that almost four in five organisations are using marketing yet 70% still struggle to act on insights, citing that defining the online customer journey is the most significant barrier to more effective usage.
“Attribution continues to be one of the hottest topics in the industry for a reason: it has huge consequences, such as lost revenue and wasted ad budget, if not done properly,” said Shane Murphy, AdRoll VP of Marketing. “The State of Marketing Attribution report gives a sense of how marketers are dealing with this challenging topic. Marketers are being held to higher standards of measurement and accountability than ever before, and attribution models have the ability to show the true impact our discipline has on the bottom line of a business.”
Check out a snapshot of some of the key findings from the research in the infographic below and view the full 'The State of Marketing Attribution 2017' report here.
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