GUIDE, 9 pgs.
Published: May 2016
Attribution Modelling for Data-Driven Marketers
Data-driven guidance on how to measure your campaign performance in the long and short term.
- Despite the importance of tracking performance across channels, only 54% of marketers have an attribution system in place.
- Over 63% of marketers surveyed said they track audiences by device type, yet 38.9% stated that mobile is still one of the greatest challenges related to digital attribution.
To help data-driven marketers find better multi-touch strategies for understanding the full customer journey, allocating marketing budgets, and optimizing campaigns, we ran an in-depth survey of professional marketers in the US. Our findings should provide guidance on how to measure your campaign performance in the long and short term.