Marketing Attribution 2017: Five Best Practices - eMarketer
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Marketing Attribution 2017: Five Best Practices

eMarketer Report

By: eMarketer

Published: August 14, 2017

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

Executive Summary

As companies look to a more holistic attribution practice that brings digital and offline data together, major challenges remain. Marketers furthest along tend to keep five key principles in mind as they work at transforming their view of customers.

  • They know a perfect, single solution doesn’t exist. And they don’t believe any vendor or media seller claiming otherwise.
  • They know how to get their organization on board. Everyone, including those at the top, needs to embrace multichannel attribution. Success also requires cooperation at both channel and departmental levels.
  • They know what needs to be done in-house. They aren’t ditching agencies or attribution vendors completely, but they are boosting their internal analytics teams and technology.
  • They know the customer is the key to success. Moving away from a channel-centric view is a must in today’s complex and fragmented marketing world. To do this, marketers put their audiences first—enabling them to approach channel selection from a more informed lens.
  • They know measuring that success requires measuring real business drivers, such as sales or impact on customer experience and engagement—not channel-specific KPIs.

"Few marketers have effectively tied together all the data and technology required to achieve a more holistic attribution practice, according to Econsultancy and IBM Watson Marketing. However, nearly two-thirds have started connecting the dots."

Table of Contents

Cross-Channel and Cross-Platform Attribution Adoption

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Five Things Skilled Marketers Know About Holistic Practices

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6 charts are included in the full report:

Marketing Attribution 2017: Five Best Practices

Extent to Which Their Company Has Built an Integrated/Omnichannel View of the Customer Journey According to Client-Side Marketers Worldwide*, Nov 2016 (% of respondents)

Cross-Channel and Cross-Platform Attribution Adoption

Topics/Developments that Will Command Most of Their Attention According to US Digital Marketing/Media Practitioners, 2016 & 2017 (% of respondents)

US Companies Using Multichannel Attribution Models, 2014-2018

Extent to Which Their Company Has Built an Integrated/Omnichannel View of the Customer Journey According to Client-Side Marketers Worldwide*, Nov 2016 (% of respondents)

Five Things Skilled Marketers Know About Holistic Practices

High* Barriers to Their Company's Use of Digital Technologies According to Business Professionals Worldwide, Q2 2016 (% of respondents)

No. 5: They Know Measuring Success Requires Real Business Drivers, Not Channel-Specific KPIs

Leading Marketing Objectives According to US Marketers, by Level of Importance, Feb 2017 (% of respondents)