Mobile and social drive interest in marketing attribution
|21 Nov 2012 2:56 GMT||Back|
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The rise of mobile and social has increased interest in marketing attribution, according to a new Econsultancy report.
The Making Sense of Marketing Attribution report found that just under half of marketers are more focused on marketing attribution as a result of social and mobile.
Produced with Adobe, the research is based on a survey of more than 700 marketers predominantly in Europe and North America.
While 28% of agency and client-side marketers still attribute sales according to the last click, 26% of clients and 36% of agencies use a more sophisticated approach to understand the full customer journey.
Mobile has played a significant role, with 49% of client-side marketers saying that mobile has increased the focus on marketing attribution because they need to find ways to calculate the value of the channel.
Over half (58%) of agency and 43% of client respondents say that social media has increased focus on attribution.
Marketers are using attribution to calculate social media ROI in terms of sales (direct or indirect) rather than Likes and other engagement measures.
One respondent said: “Social media whilst not being the most profitable channel is a definitive requirement for the customer journey and enhancement of brand advocacy.”
Econsultancy research director Linus Gregoriadis says: “In an increasingly multichannel and data-driven world, a reliance solely on last click now represents a major gamble when more granular – and actionable – information is readily available.”