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.


Related Data


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

of the organizations surveyed have incentives to make investments in machine learning and automation.

2018 Google/MIT SMR

of marketers agree that improved understanding and engaging the right customers is most important to reaching their marketing goals in the next three years.

November 2017 Bain/Google