Few Marketers Report Using Sophisticated Attribution Strategies

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 [download page], 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. (more…)