Marketing Attribution: Valuing the Customer Journey
4.2012 | Global
We conducted research on marketing attribution in partnership with Econsultancy, a leading digital market research firm, and found some great insights into how advertisers and marketers can gauge the impact of customer marketing interactions on sales results while making more accurate investment decisions. Here are some top tips from our report and from our marketing attribution playbook:
- 72% agree that marketing attribution leads to better budget allocations, 63% gained a better understanding of how digital channels work together, and 58% had clearer insights into their audience
- Although only 14% of respondents consider “last click” attribution to be “very effective,” it remains common; most likely because marketers haven't yet found or mastered the right attribution tools