Defining the Customer Journey Is Top Barrier to Effective Marketing Attribution - eMarketer

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Defining the Customer Journey Is Top Barrier to Effective Marketing Attribution

Data is still complex, but marketers are having an easier time with it

November 1, 2017

A dearth of knowledge is making it difficult for marketers to execute attribution strategies. According to a survey from AdRoll, in association with Econsultancy, more than a third (35%) of marketers worldwide say defining the online customer journey is the greatest barrier to using attribution more effectively, up from the 27% who said so last year.

Barriers to Using Marketing Attribution More Effectively According to In-House Marketers Worldwide, 2016 & 2017 (% of respondents)

Consumers are not making tracking their online journey an easy task, given the rising number of potential touchpoints available to them in an increasingly digital world, along with the complexity of following them as they move between online and offline channels.

AdRoll polled a mix of in-house marketing professionals and supply-side participants from Europe, Asia-Pacific, North America and Australia for the study. Its research revealed that while some barriers to attribution are diminishing, others are growing.

For example, marketers also continue to struggle with taking action on insights that they’ve gathered. Some 29% of respondents said it’s one of the greatest barriers they face this year, vs. only 18% who felt the same last year.

But they appear to be getting a handle on the surfeit of data available to them. Just under a third (32%) of respondents said the complexity of data is a significant barrier to attribution in 2017. By comparison, four in 10 said so the year prior.

Regardless, attribution has become a de rigueur practice for a majority of marketers in both North America and Europe. Eighty percent of North American respondents said they carry out attribution on at least some campaigns and analyze results, while two-thirds of European respondents do the same.

—Maria Minsker


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