22 November 2012, London – Marketers are paying more attention to marketing attribution as they attempt to justify digital spending and optimise the media mix, according to new research published today by Econsultancy and Adobe.

The seventh Quarterly Digital Intelligence Briefing, entitled Making Sense of Marketing Attribution, found that just over half (54%) of organisations are now carrying out some kind of attribution, including 26% of companies now allocating credit on the basis of more than just the ‘last click’.

According to the research, the rise of social and mobile channels is also focusing attention in this area, with marketers keen to build their understanding of the customer journey.

Based on a survey of more than 700 digital marketers carried out in October 2012, the report provides a useful perspective on the extent to which businesses are using and benefiting from marketing attribution.

Key findings include:

--The three main benefits of marketing attribution are ‘justifying digital spending’ (cited by 70% of responding companies), ‘building an understanding of the customer journey’ (66%) and ‘optimising the media mix’ (58%).

--89% of companies carrying out marketing attribution have realised a benefit for their business.

--Just under half (49%) of client-side respondents agree that mobile has increased the focus on marketing attribution, compared to only 20% who disagreed; 43% of client-side respondents agreed that the impact of social media has increased the focus on marketing attribution.

--Marketers surveyed are more likely to disagree than agree that they ‘incorporate offline touch points into their attribution models’. The channels most likely to be incorporated into marketing attribution are all digital-related, including email (80%), paid search (76%) and SEO (69%).

--Asked to cite the two greatest barriers to using marketing attribution more effectively, disparate tech platforms and data sources (60%), lack of analysts (38%) and internal politics (26%) were the most commonly mentioned problems.

Econsultancy Research Director, Linus Gregoriadis, says: “The last-click-wins approach has served the digital industry well, and is a tidy and effective way of allocating credit in a digital environment where direct response and performance have flourished using this formula.

“However, in an increasingly multichannel and data-driven world, a reliance solely on last click now represents a major gamble when more granular - and actionable - information is readily available.”

Neil Morgan, Senior Director, Digital Marketing Solutions, Adobe EMEA, added: “The path to purchase is becoming more complex with companies keen to gain insight around the interplay of different channels both online and offline.”

“Marketers are becoming more accountable for their activities and are seeking to optimise their spending and it's great to see that attribution has finally become mainstream for businesses wanting to understand how they can more effectively direct budgets."

Get this report:

The full 2012 Quarterly Digital Intelligence Briefing: Making Sense of Marketing Attribution is available for download here:


The briefing is available to Econsultancy members (Silver membership and above), or on a pay-per-view basis.

For more information about this report, contact:

Linus Gregoriadis, Research Director, Econsultancy
linus.gregoriadis AT econsultancy.com
+44 (0) 207 269 1450

About Econsultancy

Econsultancy is a digital marketing best practice community and publisher, which educates the world’s marketers on everything from web analytics and email marketing, to social media, PR and e-commerce. Econsultancy provides independent research, consultancy services, and worldwide events and training for over 140,000 members and counting, and has offices in London, New York, Sydney, Singapore and Dubai. Econsultancy was acquired by Centaur Media plc in July 2012.

Web: http://econsultancy.com
Twitter: http://twitter.com/econsultancy

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Published on: 11:38AM on 22nd November 2012