Executives Reveal the Potential, and Pain Points, of Marketing Attribution - eMarketer

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Executives Reveal the Potential, and Pain Points, of Marketing Attribution

More companies are embracing the practice even as challenges grow

June 1, 2016

A wide variety of organizations are investing significant resources into analytics tools that help them attribute marketing campaigns to different devices and channels. According to an October 2015 eMarketer forecast, more than half of US companies are expected to use multichannel attribution models by 2017.

Marketing Measurement Challenges According to US Marketing Executives, Feb 2016 (% of respondents)

However, data from B2B research firm IDG reveals that many of these same executives worry about challenges holding back their attribution efforts. The study, which surveyed executives tasked with measuring marketing performance measurement in their organization, attribution efforts are frequently held back by issues with data collection and accuracy. When asking about their marketing measurement challenges, 59% of respondents mentioned data collection and centralization, while another 50% pointed to reporting accountability and accuracy as key problems.

US Companies Using Multichannel Attribution Models, 2014-2017

Behind these obstacles may also lie deeper issues with staff organization, budgets and stakeholder buy-in. Nearly three-quarters of executives struggled with cost justification when attempting to expand attribution measurement efforts, while another 56% said staff skills were also problematic. Almost half of respondents pointed to troubles integrating their analytics efforts with existing methods.

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