Media Buyers in France See Changing Attribution Models as Risky - eMarketer
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Media Buyers in France See Changing Attribution Models as Risky

Those surveyed predict growing value for weighted attribution models

Media buyers face many tough decisions—long term gains vs. short term sacrifices, cost benefits vs. drawbacks, even how to measure whether a choice is successful. For media buying decision-makers in France, considering changing attribution models comes with its own set of barriers.

Barriers to Changing Attribution Models According to Media Buying Decision-Makers in France, March 2016 (% of respondents)

According to a March 2016 survey by iligo, 76% of media buying decision-makers in France find it difficult to see short-term benefits when considering making a change to their attribution models. Nearly two-thirds find that short-term costs are a barrier to changing models, while 63% struggle to find tools with which they can continuously measure and analyze the success of their new model.

It’s clear that, when it comes to changing attribution models, decision-makers are thinking short-term effects.

But if they are concerned with short-term benefits, digital media buying decision-makers in France do have an eye on the future.

Primary Attribution Model Used by Marketing Managers in France, April 2015 (% of respondents)

Indeed, 59% of those surveyed predict that weighted attribution models—that is, models that take a number of elements like placement or channels—will be more valuable in the future. However, nearly just as many see linear attribution models growing in importance. About half believe first-touch models will grow in value to marketers.

Such enthusiasm for first touch and linear models comes as a surprise. April 2015 research from EBG found that only 5% of marketing managers used first touch modeling. Just 1% used linear attribution models. The same survey showed that last click modeling was by far the most used, at 65%.

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