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Published: February 08, 2018
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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.
"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."
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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)
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)
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)
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