Who, What, Where? Marketers Say They’re Good At Attribution
For all the hand-wringing about attribution, marketers must be getting better at it. Almost 100% are effectively using the science to achieve their marketing goals, and 49% are very successful — best-in-class — according to Measuring Marketing Attribution, a new study by Ascend2.
They also see attribution as critical — only 3% say it is not. And 81% say it’s very important, vs. 16% who feel it is somewhat important.
But over half say you have to have an attribution strategy before you can attribute — and you have to have the technology in place.
In another sign of improvement, 83% report they are effective at measuring channels to attribute sales, 33% say they are exceptionally effective, and 50% say they are moderately effective. Only 16% say they are inadequate, and 1% say they don’t bother with it.
Among all the channels, none is easier to analyze than email. Some 44% say email is easy, and 29% feel it is difficult to measure.
Why is this important? Because “digital marketing channels that are easier to analyze for attribution…are much more likely to be included in a successful marketing attribution strategy,” the study notes.
Tied for second when it comes to ease are paid search and display advertising, with 41% apiece. Only 23% describe paid search as a problem, making it the best in that area.
The most difficult activity to measure — cited by 52% — is content marketing.
Drilling down, social media marketing is rated as easy by 40%, followed by content marketing 932%), search engine optimization (31%) and video marketing (24%). Social media is second in terms of difficulty, cited by 41%.
The respondents list their main priorities as:
- Defining an attribution strategy — 56%
- Analyzing campaigns by channel — 49%
- Attributing ROI to marketing — 47%
- Aligning marketing with sales — 41%
- Obtaining budget and staff—29%
- Consolidating data sources — 25%
- Applying attribution technology — 24%
Their biggest obstacles? They are:
Applying attribution technology — 44%
Consolidating data sources — 39%
Analyzing campaigns by channel — 38%
Attributing ROI to marketing — 38%
Aligning marketing with sales — 36%
Obtaining budget and staff — 34%
Defining an attribution strategy — 33%
How do firms pursue attribution? Only 19% rely on in-house resources to analyze digital marketing channels. In contrast, 24% outsource it and 57% use a combintion of both.
Ascend2 and Research Partners suveyed 226 marketing influencers.