Over half of brands still struggle with following and understanding the journey of a potential consumer online, known as attribution modelling, according to new research from the Internet Advertising Bureau (IAB).
The IAB surveyed 123 marketers and digital marketers from top 200 advertisers in the UK, between October and December last year for its Search Barometer Survey.
According to the study, which involved marketers from across all sectors, including entertainment, retail, FMCG and automotive, 53% of brands had ‘little or no understanding’ of attribution modelling.
The uptake in tablet and smartphone devices has increased the propensity for broken consumer journeys to occur, which means attribution is more challenging for marketers, according to the IAB.
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