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 But data quality issues, the complexity of cross-device campaigns and marketers’ reliance on outdated attribution models have hindered them from more accurately linking a specific piece of marketing to sales.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