Quarterly Digital Intelligence Briefing: Making Sense of Marketing Attribution

This report is part of the Quarterly Digital Intelligence Briefing bundle.

Econsultancy's seventh Quarterly Digital Intelligence Briefing, produced in partnership with Adobe, is dedicated to Making Sense of Marketing Attribution. The briefing looks in detail at how organisations can overcome obstacles to success, and how they can work towards best practice.

The research is based on a survey of more than 700 digital professionals working for both client-side marketing teams and agencies, with a near-equal mix of B2C and B2B-focused companies. Survey respondents are based predominantly in Europe and North America.

The following sections are featured in the report:

• Momentum for attribution grows as marketers reap benefits
• Mobile and social drive adoption
• Single touch point models dominate but technology is evolving
• An unexpected danger; the internal politics of attribution
• ‘All models are wrong, some are useful’ – finding the right starting point
• Digital attribution is a great start ... but online is only part of the picture
• Looking ahead: the unifying principle for achieving success and the future of attribution

Findings include:

• Just over half of responding companies are carrying out attribution in some shape or form and a quarter are now allocating credit on the basis of more than just the last click.
• The vast majority of respondents say that attribution has benefited their organisation, of whom between a quarter and a third say that the benefit has been 'major'.
• Companies with inflexible attribution systems are less than half as likely to benefit from attribution (than those with flexible systems).

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