76

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.

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

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

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50

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

2018 Google/MIT SMR
33

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

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