According to a recent EMARKETER survey conducted in partnership with Snap, only 21.5% of marketers feel that last-click attribution accurately gauges the long-term impact of digital advertising. This reveals a significant skepticism about traditional measurement methods among marketing professionals.
The survey indicates that a substantial 74.5% of marketers are either already moving away from last-click attribution or expressing a desire to do so. This shift reflects an evolving understanding of the complexities involved in accurately valuing different marketing efforts.
To enhance measurement strategies, marketers are incorporating more sophisticated tools like media mix modeling and incrementality testing. These techniques allow them to obtain a clearer picture of how their marketing campaigns impact overall business performance.
Marketers and retailers are encouraged to utilize insights from the survey to argue for the adoption of media mix modeling. This might help in showcasing the declining acceptance of last-click attribution and motivate a reevaluation of campaign effectiveness.
#marketing-attribution #media-mix-modeling #survey-findings #digital-advertising #measurement-strategies
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