Knowledge Holds Back Marketing Attribution in APAC - eMarketer

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Knowledge Holds Back Marketing Attribution in APAC

Tech and time are also a problem

October 13, 2015

Marketing attribution is difficult even in advanced digital advertising markets. In Asia-Pacific, according to June 2015 research, many firms are not acting on what learnings they have—and even more are not carrying out attribution activities at all. The main reason is a lack of knowledge.

Reasons for Not Carrying Out Marketing Attribution According to Marketing Professionals in Asia-Pacific, June 2015 (% of respondents)

Econsultancy and Datalicious found that 60% of marketers in APAC do not carry out any attribution modeling. That was the case even though most respondents said they were aware of its benefits.

The most common obstacle may also be the most fundamental one: a lack of knowledge. Among client-side marketers who were not doing attribution modeling, it was a problem for 55% of them. On the agency side, it was even worse: 72% of agency respondents complained they were not knowledgeable enough to do attribution modeling.

Technology limitations were the No. 2 problem for agencies and the No. 3 problem for client-side marketers, who had more trouble dealing with the time commitment required for better attribution.


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