25

of marketers cited organizational and structural challenges as the No.1 reason they haven't adopted data-driven attribution.

Advertiser Perceptions/Google, U.S., Measurement Survey, (n of 197 marketer and agency contacts who are fully involved in media brand selection decisions, Sept. 2017.

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76

of all marketers say they currently have, or will have in the next 12 months, the capability to use marketing attribution.

May 2017 Econsultancy/Google

Leading marketers are 31% more likely than mainstream marketers to have increased investment in technologies that make site experiences faster.

March 2017 Econsultancy and Google

The top 100 most mature marketers on the maturity curve are 4X as likely to exceed business goals, increase market share, and increase revenue as the 100 least mature marketers.

January 2019 Bain/Google

Leaders are 1.7X as likely as laggards to measure marketing campaigns against a common business goal.

January 2019 Bain/Google

Leaders are 1.4X as likely as laggards to use proxy metrics, such as search demand, to make business decisions when outcomes can’t be measured directly.

January 2019 Bain/Google

Leaders are 1.3X as likely as laggards to use proxy metrics to fill data gaps in their measurement strategy.

January 2019 Bain/Google