Sunday, December 2, 2012

46% of businesses don't measure marketing attribution

According to stats included in Econsultancy and Adobe’s new Quarterly Digital Intelligence Briefing: Making Sense of Attribution, almost half (46%) of businesses don’t carry out any type of marketing attribution.

This is despite the fact that 89% of those that do measure attribution say it has benefited their business, with almost a third (29%) saying the benefit has been ‘major’.
 
The report, which is based on a survey of more than 700 companies and agencies carried out in October, looks at the extent to which businesses are using and benefiting from marketing attribution.
Of those that do measure attribution, a large proportion still relies on a last-click model.

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