marketing attribution

Three key trends from our Marketing Attribution Briefing: Digital Cream 2015

For any company to truly make any kind of informed decision for future strategy, it needs to understand the value of everything it does online.

There are multiple ways a customer can find your ecommerce site: organic results on a search engine, a PPC campaign, a link on Twitter, a retargeted display ad on another website… Customer journeys are increasing in their non-linear passage. 

What is marketing attribution and why do you need it?

In this post I take a term that you’re all probably well aware of and try to enlighten myself, and hopefully the few of you who are just as baffled as me, on its actual meaning.

As I dive deeper and deeper into the world of digital marketing even more words and phrases float up to reveal themselves, particularly ones that perhaps are more on the business end of the spectrum.

Last week I shot my investigative glare towards Customer Lifetime Value (CLV) and Single Customer View (SCV). This week: attribution.

Marketing attribution: four key takeaways from Digital Cream

Digital Cream is a series of international events hosted by Econsultancy where marketers and business representatives are invited to network, exchange experiences and learn from one another’s progress in digital marketing.

This year, I had the opportunity to attend the latest conference at Emirates Stadium in London and the chance to sit-in on three of the day’s marketing attribution roundtables. 

Attribution is clearly an area of contemporary business which a range of delegates were interested in. Many, however, were quite new to the concept – and there is a clear risk of inertia when presented with the somewhat limitless complexities the subject can present. Not to mention all that data…

I collected my notes in this Marketing Attribution Trends Briefing (thanks to our sponsors Adometry for their assistance and case studies included). But for a short summary, here are four of the key takeaways from that day…

Making sense of marketing attribution [infographic]

Only 54% of companies are using any form of marketing attribution, though 89% of those that do report that it is had a postive effect on their business. 

Our recent Quarterly Briefing: Making Sense of Attribution, produced in partnership with Adobe, found that adoption of attribution is growing, driven by social and mobile

This infographic presents some of the key takeaways from that report.

46% of businesses don’t measure marketing attribution: report

Almost half (46%) of businesses don’t carry out any type of marketing attribution.

This is despite the fact that 89% of those that do measure attribution say it has benefited their business, with almost a third (29%) saying the benefit has been ‘major’.

The statistics come from Econsultancy and Adobe’s new Quarterly Digital Intelligence Briefing: Making Sense of Attribution.

The report, which is based on a survey of more than 700 companies and agencies carried out in October, looks at the extent to which businesses are using and benefiting from marketing attribution.

Adoption of marketing attribution driven by social and mobile

The rise of social media and mobile usage has led to an increased interest in marketing attribution, according to the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing. 

The new report, Making Sense of Marketing Attribution, is based on a survey of more than 700 marketers based predominantly in Europe and North America. 

It finds that just under half of respondents are more focused on marketing attribution as a result of mobile and social. 

More highlights follow…

Is there really a perfect ad for everyone, or is Google crazy?

If you’re a consumer, it may be difficult to believe that the next web page you visit might display the “perfect ad.” After all, ads can be annoying at worst, and at best, you simply don’t even notice them.

But according to Google’s VP of Display Advertising, Neal Mohan, “there’s a perfect ad for everyone.” In a post on the Official Google Blog, he suggests “We’re at the beginning of a user-focused revolution, where people
connect and respond to display ads in ways we’ve never seen before,
” and makes six predictions about the future of online advertising.