Digest...

1. Approaches to measurement are still basic

28% of the sample still use single click attribution methods (where the first or last click gets all the credit for a conversion) which risks undervaluing the complex interplay of channels within the customer journey.

Cross-channel attribution is still in its infancy – only 10% have been using it for over four years, with two thirds (67%) having two years or less experience. However, despite understanding the importance of cross-channel attribution, just 1 in 9 (11%) of marketers use advanced algorithmic attribution methods, as recommended by Forrester.

2. People and processes are blocking change

40% of the survey sample said one of the major obstacles to introducing more sophisticated attribution techniques was convincing colleagues of the validity of recommendations. 33% admitted they don’t clearly understand how to use attribution results to generate new insights. Nearly 4 in 10 (39%) of agency marketers felt they were held back by cumbersome or manual processes when it came to incorporating attribution results into media plans. Additionally 34% felt that existing client contracts limited the ability to make cross-channel/campaign budget changes, holding back real-time flexibility.

3. Acting quickly on attribution data delivers real benefits

Those respondents who were able to act quickly on their attribution results felt that they could make more confident, detailed and faster decisions, at both a strategic and tactical level. Nearly half (49%) adjust their long-term media plans, 38% change media spend, 34% compare the performance of different campaign measures, and 23% take some action in real time.

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