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IgnitionOne-Marketers-Use-of-Attribution-Models-Nov2013A global survey of marketers has found that the proportion of respondents indicating that they use a sophisticated cross-channel attribution model to measure their online efforts is outweighed by the proportion who don’t track how one form of paid media affects another (18% and 24% of respondents, respectively). The study, conducted by IgnitionOne [download page], offered only 3 potential responses to the treatment of attribution, with the third – a last-click attribution model – cited by a majority 58% of respondents.

The findings come on the heels of a separate survey conducted among US marketers which found an even greater share – 41% – saying they don’t have an attribution model in place. However, that study – from Webmarketing123 – found that the most popular model in use was a multi-channel method.

The IgnitionOne survey results more closely resemble findings from prior research studies, such as one last year from Econsultancy, which found last-click to be much more widely used by client-side marketers than a variety of other models. Meanwhile, the tendency for last-click attribution to undervalue channels such as social has been an issue raised at various times by Kenshoo Social and Adobe, among others, and data from Google does suggest that social plays more of an “assist” role in the customer purchase journey.

Other Findings:

  • 8 in 10 respondents to the Ignition One survey said they personalize the user experience for website visitors.
  • About half of respondents said they manage media channels through separate owners, although they communicate often and share goals. By comparison, 41% manage media channels with separate owners and teams, while 11% say they have no divisions among channels.
  • Roughly 1 in 2 respondents say that all media channels are managed in-house. 1 in 5 use a mix of external providers and in-house, with the rest relying on external providers (single or multiple).
  • Almost all respondents will be increasing their digital marketing budgets over the next year. The areas most commonly slated for budget increases are mobile search and display, social ads, and paid search.
  • The top 3 perceived challenges to an integrated marketing strategy are: technology being too complicated (35%); teams not being set up for it (24%); and the data not being centralized (15%).

About the Data: A majority 56% of respondents are based in North America. Almost half are Directors.

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