A global survey of marketers has found that the proportion of respondents indicating that they use a sophisticated cross-channel attribution model to measure their online efforts is outweighed by the proportion who don’t track how one form of paid media affects another (18% and 24% of respondents, respectively). The study, conducted by IgnitionOne, offered only 3 potential responses to the treatment of attribution, with the third – a last-click attribution model – cited by a majority 58% of respondents.
The findings come on the heels of a separate survey conducted among US marketers which found an even greater share – 41% – saying they don’t have an attribution model in place. However, that study – from Webmarketing123 – found that the most popular model in use was a multi-channel method. Read the rest at MarketingCharts.