November 2nd, 2017 by Sam Del Rowe

81 percent of organizations are using marketing attribution, according to a report conducted by AdRoll in partnership with Econsultancy. The report—which surveyed nearly 1,000 brand marketers and agencies across North America, Europe, Japan, and the Asia-Pacific—found that 51 percent of companies in North America are performing marketing attribution on most or all of their marketing activities, compared to 39 percent of companies globally doing the same.

Marketing attribution is the practice of assigning credit for a sale to specific marketing touch points and allocating spend accordingly. When asked about their primary motivations for performing marketing attribution, better allocation of budget across channels was the top reason (70 percent of company respondents), followed by developing a better understanding of how digital channels work together (64 percent of company respondents).

“Attribution continues to be one of the hottest topics in the industry for a reason: it has huge consequences, such as lost revenue and wasted ad budget, if not done properly,” Shane Murphy, vice president of marketing at AdRoll, said in a statement. “Marketers are being held to higher standards of measurement and accountability than ever before, and attribution models have the ability to show the true impact our discipline has on the bottom line of a business.”

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