Attribution Beyond Marketing: Using All Company Touchpoints to Achieve a True Customer View - eMarketer

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Attribution Beyond Marketing: Using All Company Touchpoints to Achieve a True Customer View

eMarketer Report

By: eMarketer

Published: February 08, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Holistic attribution—that is, attribution that factors in all company touchpoints, not just marketing’s—is the gold standard for companies hoping to understand what each of those touchpoints is actually worth, to both their customers and their business as a whole.

  • It may be the gold standard, but today fewer than 5% of all companies are putting holistic attribution into practice. While by no means an easy transition, it is an essential one for companies hoping to adapt to a world where customers are increasingly put first.
  • Attribution beyond marketing requires companies to incorporate various other customer-facing touchpoints for a true 360-degree customer view. Such touchpoints include call centers, sales forces, merchandising efforts and the in-store experience.
  • To raise the chances of holistic attribution success, managers need organizational buy-in and a willingness to align to companywide key performance indicators (KPIs). They must also be ready to share the work required to put this advanced form of attribution into practice.

"Attribution remains a major priority for US marketing professionals. Almost two-thirds said their company increased its prioritization of marketing attribution in the past year, according to a June 2017 survey conducted by the Data & Marketing Association (DMA) and Winterberry Group."

Table of Contents

Holistic Attribution Today

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Attribution Beyond Marketing: A Companywide Endeavor

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Marketing Musts for Working with Other Departments and Teams

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10 charts are included in the full report:

Attribution Beyond Marketing: Using All Company Touchpoints to Achieve a True Customer View

Change in Their Company's Prioritization of Marketing Attribution According to US Marketing Professionals, June 2017 (% of respondents)

Holistic Attribution Today

Change in Their Company's Prioritization of Marketing Attribution According to US Marketing Professionals, June 2017 (% of respondents)

Priority Level for Marketing Attribution According to In-House Marketers Worldwide, 2016 & 2017 (% of respondents)

Attribution Beyond Marketing: A Companywide Endeavor

Channels Used by US Digital Shoppers to Contact a Brand's Manufacturer for Customer Service, June 2017 (% of respondents)

Marketing Channels Used for Their Cross-Channel Attribution Efforts According to Marketers in North America, July 2017 (% of respondents)

The Sales Force

Leading Priorities for Creating Alignment Among Sales and Marketing According to US Advertisers, July 2017 (% of respondents)

Supply Chain and Merchandising

Extent to Which Marketers Worldwide Have Access to Data and Consumer Intelligence, Aug 2017 (% of respondents)

In-Store Experience

Touchpoints that Are Critical to Their Current Omnichannel Engagement Strategy According to Brand Marketers Worldwide, Q2 2017 (% of respondents)

Usage and Awareness of Select Types of Data/Tools Used to Measure Marketing Performance According to Multichannel Marketers in North America, Spring 2017 (% of respondents)

Importance of Select Types of Data/Tools Used to Measure Marketing Performance According to Multichannel Marketers in North America, Spring 2017 (% of respondents)