Savvy marketers understand that you don’t capture your audience with just one message, just one pretty picture, or just one perfectly placed advertisement. It’s a complex process of planting the seed, nurturing it, and finally harvesting the fruits of your marketing efforts. So when it comes to giving credit to the various elements of your marketing program – and, equally important, to making plans for your next campaign – it’s essential to take stock of all the factors that affected your results.
Today, more and more marketers are turning to Marketing Attribution to give them visibility into their successes and failures. We believe that the industry is just now coming to an inflection point – digital marketing has matured, and digital measurement is catching up. As you’ll see in this report, marketers recognize that the old ways of measuring are no longer sufficient. Only 14% of respondents consider last-click analysis (which, until recently, has been the industry standard) to be “very effective.” Yet over 50% of them are still using last click measurement – most likely because they haven’t yet found or mastered the right tools to take them beyond the last click.
