More than half of marketers who responded to a survey on the impact of attribution said understanding the path to conversion allows them to more accurately disburse budgets. Many, however, still don’t understand how the process should work.
Marketers have been working to understand how a variety of channels influence sales. In time, the promise of attribution will integrate offline activities, too, but for now this study — “Marketing Attribution, Valuing the Customer Journey,” released Tuesday from Google Analytics and Econsultancy — looks to optimizing budgets and campaigns for more traditional models and stages.
via MediaPost Publications Google Finds Channel Attribution Useful, But Misunderstood 04/04/2012.
