Making Sense of Marketing Attribution [Infographic]

I was recently asked what website optimization efforts I believe businesses should focus their skills and resources on to improve conversion and the bottom line in 2013.
Aside from beginning or expanding a testing program, my opinion is businesses should aim to wrap their head around marketing attribution beyond last-click. While testing is a great way to identify on-page elements help and don't help conversion, improving analysis on the effectiveness of your traffic-driving tactics in order to justify and prioritize investment is also key, perhaps moreso, as your marketing spend can easily be more costly than in-house testing programs.
This week's infographic feature Making Sense of Marketing Attribution outlines its benefits and challenges, along with tips for mastering marketing attribution.
Click to enlarge this infographic
Tweetables
- Only 54% of businesses carry out any form of attribution, of whom 28% only use last click Tweet this
- 70% of marketers believe marketing attribution helps them justify marketing spend, 68% optimizing the customer journey Tweet this
- 89% of marketers that use marketing attribution say it has a positive impact on their business, 29% a “major” impact Tweet this
- Aside from first-click, 44% of marketers that use marketing attribution use first click model Tweet this
- 58% of marketers believe there’s no such thing as perfect attribution. 17% believe there is. Tweet this
- 38% of marketers carry out manual attribution Tweet this
- 60% of marketers cite disparate tech and data sources as the biggest barrier to using marketing attribution Tweet this
- 28% of marketers blame internal politics for why they haven’t adopted marketing attribution Tweet this
- Only 35% of companies incorporate offline touchpoints into their marketing attribution models Tweet this
Like what you’re reading?
Check out some of our other great content here
Get actionable insights on ecommerce trends and best practices
You'll receive a welcome email shortly.
By submitting this you agree with our privacy policy.