> AdRoll > Attribution Modeling for the Data-Driven Marketer

Attribution Modeling for the Data-Driven Marketer

Published By: AdRoll
Published:  Jan 21, 2015
Length:  16 pages

To help data-driven marketers find better multi-touch strategies for understanding the full customer journey, allocating marketing budgets, and optimizing campaigns, we ran an in-depth survey of professional marketers in the US. Our findings should provide guidance on how to measure your campaign performance in the long and short term:

Report highlights:
  • Despite the importance of tracking performance across channels, only 54% of marketers have an attribution system in place.

  • Most marketers attribute 1025% of view-through conversions (VTC) within a 30-day window.

  • Over 63% of marketers surveyed said they track audiences by device type, yet 38.9% stated that mobile is still one of the greatest challenges related to digital attribution.

Tagsadroll, attribution, attribution modeling, multi touch marketing, strategy, marketing strategy, data analytics, marketing campaign performance, display advertising, retargeting, digital attribution, mobile marketing, audience targeting, customer engagement