"Digital advertising and marketing has matured greatly in the 15 years since last-click became the de facto attribution model. While last-click modelling gives all of the credit for a visitor converting, or purchasing, to the last advertisement they clicked on before they converted, or purchased, this decades old model is showing its age. Multi-touch models are gaining popularity, and for good reason. Spreading credit to various marketing channels, as opposed to one, gives marketers a more realistic way of giving credit and budgeting marketing dollars."
"While B2B marketers are catching up with B2C marketers in some areas, 50 per cent of those surveyed still measure a campaigns success through ROI, and 36 per cent rate total conversions as a better benchmark for success. There is room for improvement with 13 per cent of the marketers surveyed saying that they track attribution, but are not sure how to effectively analyze results. And 6 per cent think that attribution and analytics are important, but are not sure where in fact to begin."
Last-click attribution assigns full conversion credit to the final clicked ad and overlooks earlier touchpoints. Multi-touch attribution spreads credit across channels to enable more accurate budgeting and evaluation. AdRoll polled 1,050 marketers on attribution and analytics attitudes. Ninety-three percent of general marketers track and analyze attribution campaign results. Fifty percent of respondents measure campaign success by ROI and 36 percent use total conversions as a benchmark. Thirteen percent track attribution but lack confidence analyzing results, while 6 percent value attribution but do not know where to begin. B2B marketers increasingly view attribution as critical, and tracking initial discovery channels is essential for B2B revenue generation.
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