Executives Reveal the Potential, and Pain Points, of Marketing Attribution

A wide variety of organizations are investing significant resources into analytics tools that help them attribute marketing campaigns to different devices and channels. According to an October 2015 eMarketer forecast, more than half of US companies are expected to use multichannel attribution models by 2017. Data from B2B research firm IDG reveals that many of these same executives worry about challenges holding back their attribution efforts. The study, which surveyed executives tasked with measuring marketing performance measurement in their organization, attribution efforts are frequently held back by issues with data collection and accuracy. When asking about their marketing measurement challenges, 59% of respondents mentioned data collection and centralization, while another 50% pointed to reporting accountability and accuracy as key problems.

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