Skip to Content
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.

Appears In

The hidden challenge with moving to data-driven attribution—and how to overcome it

Related Content

It’s time to act: Adopt new data strategies for better marketing 3 ways travel marketers can fine-tune their measurement strategy Better together: Why integrating data strategy, teams, and technology leads to marketing success

Related Data

The top 100 most mature marketers are 4X as likely to exceed business goals, increase market share and revenue as the 100 least mature marketers.
Bain & Company and Google
100%

more conversions were tracked globally on YouTube in the past 12 months than the previous 12 months.
YouTube Data
46%

of shoppers will go to the store as soon as possible after deciding they want a product — and only 12% will wait until the next trip.
Google/Deloitte

Viewable display ads across the Google Display Network had a 4X higher lift in conversions than display ads that don’t meet the MRC standard.
Google
25%

of marketers cited organizational and structural challenges as the No.1 reason they haven't adopted data-driven attribution.
Advertiser Perceptions/Google
86%

of CMOs and senior marketing executives believe they'll own the full end-to-end customer experience by 2020.
The Economist Intelligence Unit