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

Econsultancy/Google, U.S., "The Customer Experience Is Written in Data", (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), May 2017.


Related Data


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

September 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

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