Marketing Attribution Modeling Now Becoming Mainstream

Marketing attribution has moved past early adoption and into an “early majority” phase, according to [download page] Econsultancy’s Quartertly Digital Intelligence Briefing, released in November 2012 in association with Adobe. 26% of clients and 36% of agencies surveyed from around the world report that they (or their clients) typically carry out marketing attribution, and an additional 28% from both camps report using last-click attribution only. That leaves a minority – 46% of clients and 36% of agencies – reporting that they do not use some form of attribution. (more…)