Closing The Loop: The Rise of Everychannel Attribution

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    Written by By Nicholas Einstein with David Daniels Attirbution Adoption, Everychannel marketing, analytics, services

    About: Published in May 2017 this paper utilizes executive survey data to benchmark the adoption of attribution and the specific methods of attribution. The Relevancy Group’s data shows that attribution adoption is increasing year over year as is the sophistication in attribution.

    Key Questions:

    • Which attribution methods are currently being utilized?
    • Which industries and sectors are utilizing attribution more than others?
    • What do organizations need to do to maximize attribution investments?

    Key Findings:

    Data reflects that nearly 90 percent of all marketers report leveraging some form of Everychannel attribution. Data suggests that not only have marketers begun to adopt Everychannel attribution in greater numbers, but those that have previously adopted these technologies are now experimenting with different algorithmic techniques. Executive marketers targeting government, education, and non-profit sectors report current utilization of more advanced attribution at 31 percent, 39 percent, and 37 percent respectively. Some may also need to allocate incremental resources towards their marketing strategy and analytics to ensure initiatives positively drive business outcomes.

    The Research: 7 pages, 4 graphics, 1832 words.  Part of our Research Subscriber Series, Subscribe and Save

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