No Growth Seen in Marketers’ Use of Attribution Modeling

July 9, 2012

This article is included in these additional categories:

Agency Business | Analytics, Automated & MarTech | Data-driven | Paid Search | Social Media

econsultancy-marketers-use-attribution-modeling-july2012.pngOnly 1 in 4 company marketers report engaging in any kind of attribution modeling to give them more insight into the relationship between different channels, details a [download page] July 2012 report from Econsultancy, in association with Lynchpin. This is virtually unchanged from last year, when 24% reported doing some type of attribution modeling. The story is similar for agencies: just 30% say their clients do any attribution modeling, although this is a slight increase from 27% the previous year.

A June 2012 report from IBM also found that despite 85% of the survey respondents agreeing with the need for an integrated suite, only about one-quarter were performing attribution, while a separate report released by Adobe revealed that only 8% of digital marketers were performing attribution modeling.

Customer Journeys Prove Difficult to Track

Data from Econsultancy’s “Online Measurement and Strategy Report” indicates that just 19% of company marketers have a framework for analyzing customer journeys that cross online and offline, and that this is actually a drop from 22% in 2011. While agency clients are slightly more active in this regard, they are also stagnant: 28% of agencies say their clients typically have such a framework, unchanged from last year.

Understanding the relationship between online and offline priority is becoming a higher priority, though. This year, 31% of company respondents said that this is a high priority. Although that still puts this information requirement towards the bottom of the list of those specified, it represents a 5% point increase from last year.

Web Analytics Not Yet Fully Integrated Into Wider Strategy

Almost half of the company respondents said that their web analytics are either not integrated at all into their business intelligence strategy (34%) or that they don’t have a business intelligence strategy (14%). Only 11% of companies report having a common platform for web and non-web data, though 40% say that have common key performance indicators (KPIs) for both types of data.

Other Findings:

  • The most-commonly analyzed data by company marketers is the interaction between different online channels (70%), with customer survey data (62%) next.
  • The information requirement cited as a high priority by most companies is the cost of acquiring a customer/lead (49%). This was also the top choice among agency respondents.
  • Roughly 1 in 5 companies don’t measure their online reputation and social media activity.
  • 87% of the companies use Google Analytics for web analytics, either exclusively (47%) or not (40%). Google Analytics is used most often for traffic and conversion KPIs (84%) and campaign tracking (71%).
  • Among the companies using Google Analytics, 5% are using Google Analytics Premium, and a further 26% plan to do so.
  • 86% of company respondents say that web analytics either definitely (23%) or sometimes (63%) drive actional recommendations for their organization. 41% of the companies say that more than 50% of the data they collect is useful for decision-making.
  • Lack of budget and resources (50%) is the most common barrier preventing companies from having an effective online measurement strategy. Among agencies, though, a lack of understanding or knowledge of what to measure is the most oft-cited barrier for clients, by 47%.

About the Data: The Econsultancy data is based on an online survey conducted in May and June 2012 of almost 700 respondents. Two-thirds are based in the UK, and 15% said their principal role is as a data analyst. 383 of the respondents described themselves as client-side, and 314 stated they were an agency, vendor, or consultant.

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