Marketing attribution used to be a much simpler proposition however, device proliferation means that it’s increasingly challenging to gauge which points in the customer journey influenced consumers to convert.
Taking this into account, AdRoll and Econsultancy carried out a research study to benchmark the state of marketing attribution. The aim was to establish current adoption levels and types of strategies used in the UK, France and Germany. The study evaluated tools and processes employed as well as the potential barriers. There were 590 respondents, both in-house marketing professionals (75%) and supply-side respondents (25%).