Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Five Charts: The State of Attribution

Despite how much marketers prioritize attribution, many gaps in their efforts remain.

Crediting a purchase is a key part of many marketing campaigns. But data quality issues, the complexity of cross-device campaigns and marketers’ reliance on outdated attribution models have hindered them from more accurately linking a specific piece of marketing to sales.

In an April 2018 survey of 2,274 performance marketers in the UK and US by Tune and Acceleration Partners, first-click and multi-touch attribution were used by a similar number of respondents. Together, first- and last-click models were used by nearly seven in 10 respondents.

Two-fifths of the 237 business-to-business marketing professionals worldwide that Adweek Branded and Dun & Bradstreet polled in September 2018 said they use multichannel attribution. An additional 44% of respondents said they planned to implement multichannel attribution within the next year or two.

More than half of the 468 senior marketing leaders worldwide surveyed by Kantar in August 2018 said that multi-touch attribution is one of the biggest gaps in their marketing research. No other marketing research tool—including conversions, brand effectiveness and media measurement—was perceived to have as many gaps.

Some marketers are taking more control over their attribution by bringing it in-house. Among the 119 media decision-makers from US brands that Advertiser Perceptions and the Interactive Advertising Bureau (IAB) surveyed in April 2018, return on investment attribution was the programmatic initiative most frequently brought in-house. Nearly half of the respondents said they in-housed attribution.

Some marketing channels are easier than others for assigning attribution. In a June 2018 survey of 226 worldwide marketers and research subscribers by Ascend2, content marketing was considered the most difficult channel to analyze for attribution. Email marketing attribution was rated as the easiest.