Measurement and Attribution - Exploring a More Deterministic Approach

Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.

  • Sponsored by Zeta Global

    Written by Nicholas Einstein and David Daniels Zeta Global, Email Revenue Contribtion, Attribution, Measurement, Analytics

    About: Published in April 2019, The Relevancy Group explores the role of attribution in marketing and new approaches to deliver deterministic measurement.

    Executive Summary:
    As of Q2 2018, most marketers utilizing attribution solutions were still using some sort of last click method but were also experimenting with others. Thirty three percent of marketers across segments leveraged a last click method, while twenty nine percent used first interaction. Reported last interaction, linear, time decay, and position-based model utilization was lower, at 25%, 22%, 17%, and 14% respectively, but less important than the specific methods is the mix of models in use. As the data below indicate, marketers today are not currently satisfied with the attribution methods they’re currently leveraging and, as a result, are experimenting with multiple methodologies in an effort to hone and optimize their marketing analytics.  

    The Research: 9 Pages, 6 Graphics, 2.967 words.

    Free with Registration

    Buy for
    Free with registration

  • David and The Relevancy Group's thoughts are always of great value.

    — David A. Steinberg, CEO & Founder, Zeta Global
  • The Relevancy Group has applied its expertise in the area of platform development, thought leadership and strategic positioning, keeping us at the forefront of the email marketing industry for years to come.

    — David Geller, CEO & Founder, Spryly Inc., Former CEO & Co-Founder of WhatCounts
  • The Relevancy Ring - ESP Buyer's Guide is the most comprehensive piece of research on our industry. David and his team have thoughtful and thorough advice and their deep knowledge of the marketplace is valuable.

    — Matt Seeley, SVP of Platforms, Merkle Inc.
  • Email Marketing An Hour A Day is thought provoking, humorous and delivers value to marketers.

    — Scott Dorsey, Former Co-Founder and CEO of ExactTarget