‘Marketing attribution: How many are actually doing it?’ – Econsultancy
Ben Davis says, “Though the headline might suggest it, I’m not going to draw a tawdry analogy.
Simply, let’s look at a few charts from Econsultancy’s new report, the State of Marketing Attribution in the UK, France and Germany, published in association with AdRoll.
66% of companies undertake some form of attribution and analyse their results
The headline statistic is a heartening one. 66% of company respondents said they carry out attribution on all or some campaigns and analyse the results.
Though the agency sample size is a third of that for company respondents, a disparity is notable in the results, with agencies less confident of their clients’ competence.
Nearly a fifth of agency respondents (18%) say their clients are carrying out attribution but are not sure how to effectively analyse results”.
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