33% of US B2B & B2C marketing professionals still didn’t know which channel made the biggest impact on revenues.
Nearly eight in 10 client-side marketers said they would increase digital marketing technology spending in 2015, vs. 70% in 2014.
91% of those marketers said attribution was important.
One-third of respondents said data influenced 75% to 100% of their digital marketing budget, while another third said it affected 50% to 75% of outlays.
Fewer marketers were interested in customer survey data and third-party market research.
Email and paid search are some of the easiest channels to include in attribution programs.
Only 26% of companies worldwide used advanced forms of marketing attribution—ones that go beyond simple last-click analysis.
This infographic by Adobe looks at the elements of marketing attribution.
26% of clients and 36% of agencies surveyed from around the world report that they (or their clients) typically carry out marketing attribution.