76

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

Econsultancy/Google, "The Customer Experience is Written in Data", May 2017, U.S. (n=677 marketing and measurement executives at companies with over $250M in revenues, primarily in North America; n=199 leading marketers who exceeded top business goal in 2016, n=478 mainstream marketers)

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Related Data

25

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

Sept. 2017 Advertiser Perceptions/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

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February 2018 Google