• To gain a more holistic view of campaign performance, prove business value and definitively tie marketing efforts to tangible results, the industry must change its approach and embrace cross-channel attribution to improve ultimate ROI. Adoption is lagging.
  • Today, just over half of U.S. companies are using multichannel attribution models for their digital marketing efforts, according to eMarketer, but we are not there yet; an omnichannel, holistic approach to attribution must become the norm.
  • Technologies already exist to join disparate data-points outside of attribution vendors themselves, so ensuring an attribution partner is picked for the type of attribution they offer, specific to the company they are doing it for, is key.

    Source: https://www.mediapost.com/publications/article/313306/improve-cross-channel-attribution-capabilities-em.html