Only 1 in 4 company marketers report engaging in any kind of attribution modeling to give them more insight into the relationship between different channels, details a July 2012 report from Econsultancy, in association with Lynchpin. This is virtually unchanged from last year, when 24% reported doing some type of attribution modeling. The story is similar for agencies: just 30% say their clients do any attribution modeling, although this is a slight increase from 27% the previous year.
A June 2012 report from IBM also found that despite 85% of the survey respondents agreeing with the need for an integrated suite, only about one-quarter were performing attribution, while a separate report released by Adobe revealed that only 8% of digital marketers were performing attribution modeling. Read the rest at MarketingCharts.