Digiday Research: Marketers still can’t measure attribution accurately
Marketers have struggled to accurately measure attribution in digital marketing for decades. Even with a range of attribution vendors on offer, marketers say they are no closer to measuring it reliably. Only 18 percent of marketers polled by Digiday at its Programmatic Marketing Summit are confident in their ability to measure attribution.
Meanwhile, marketers announcing that they’re prioritizing improvements to attribution measurement is a recurring trend. In a 2015 study by Winterberry Group, 57 percent of marketers said they were prioritizing attribution in the coming year. A similar survey done by Winterberry Group in 2018 found that reliably determining attribution was the top business objective for 64.9 percent of marketers. Hint: Those marketers also said the same in 2017.
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