Advancing Marketing Attribution

A Companywide Blueprint for Success (Part 1 of a Two-Part Series)

About This Report
Holistic attribution is a must if companies want to understand the incremental effects of their marketing efforts on key performance indicators (KPIs). It is difficult to achieve, but companies can make the move, so long as they follow necessary steps.

Executive Summary

Holistic attribution, defined as the ability to understand how marketing and nonmarketing touchpoints influenced a specific business outcome, is a must for measuring marketing’s true impact in today’s extremely competitive and fragmented media world. But with less than 10% of companies capable of attributing holistically, it’s early days.

  • Why are so few companies doing holistic attribution today? Lack of companywide buy-in, lack of a true business goal, difficulties in accessing the right data, and problems with technology integration are just some of the obstacles that keep marketers and their organizations from attributing in a more holistic way.
  • So what attribution methods are most marketers using? Most marketers remain stuck on the first few levels of the measurement hierarchy. While the majority do measure marketing results in some fashion, only about half rely on either a marketing mix model (MMM) or multichannel digital attribution solution.
  • How can marketers advance their attribution efforts? Attribution is a journey, and there are guideposts along the way that companies can use to identify what’s needed to move to a more holistic practice. These focus on the state of their culture, data, technology and their desire for better measurement.
  • Are there stories of holistic attribution success? Yes. We profile two firms, Adobe and Mindshare North America (on behalf of a client), that are well on their way to making holistic attribution work.

WHAT’S IN THIS REPORT? This report discusses the current state of marketing attribution. It shares best practices for moving more advanced measurement practices throughout one’s organization and highlights two firms successfully navigating this shift.

KEY STAT: Holistic attribution is the most advanced form of marketing measurement today, but we estimate fewer than 10% of all companies have achieved this stage of their measurement journey.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

24expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. The Current State of Attribution
  3. Questions to Ask
  1. Putting It into Practice
  2. Key Takeaways
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Joel Acheson
The Shipyard
Chief Marketing Technology Officer
Interviewed January 10, 2019
Brian Baumgart
Conversion Logic
Co-Founder and CEO
Interviewed January 22, 2019
Mike Bregman
Senior Vice President and Head of Data, Analytics and Technology
Interviewed January 8, 2019
Anthony Ching
Head of Product, Experience Intelligence Services
Interviewed January 15, 2019
Ric Elert
Interviewed January 9, 2019
Mike Finnerty
Senior Director, Product Management, Marketing Solutions
Interviewed February 22, 2019
Jeff Greenfield
C3 Metrics
COO and Co-Founder
Interviewed January 10, 2019
Marty Greenlow
Interviewed January 18, 2019
John Hoctor
Data Plus Math
Co-Founder and CEO
Interviewed January 2, 2019
Pankaj Kumar
Senior Vice President, Measurement Innovation, NBCU Insights and Measurement
Interviewed January 28, 2019
Joe LaSala
Analytic Partners
Vice President, Marketing
Interviewed January 8, 2019
John Matthews
Marketing Evolution
Interviewed January 16, 2019
Preeti Mehta
Analytic Partners
Senior Director, Project Teams
Interviewed January 8, 2019
Maggie Merklin
Analytic Partners
Executive Vice President
Interviewed November 20, 2018
Ikechi Okoronkwo
Managing Director, Marketing Sciences
Interviewed January 14, 2019
Juan Pablo Pereira
Conversion Logic
Chief Client Officer
Interviewed January 22, 2019
Andreas Reiffen
Founder and CEO
Interviewed January 7, 2019
Lisa Schneider
Chief Digital Officer
Interviewed January 18, 2019
Jon Schulz
Interviewed January 22, 2019
Greg Verdino
Verdino & Co.
Managing Partner and Chief Strategist
Interviewed January 11, 2019
Marc Vermut
Vice President, Market Strategy, Marketing Solutions
Interviewed January 22, 2019
Skye Yang
Associate Director, Insights and Analytics
Interviewed January 18, 2019
Katrin Zimmermann
Managing Director, Americas
Interviewed January 11, 2019
Alfonso Imbroda
Accenture Interactive
Managing Director, Accenture Digital, Spain, Portugal and Africa
Interviewed January 4, 2019

Access full deck

View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Download PPTX











Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.


Lauren Fisher


Ross Benes
Nicole Perrin
Principal Analyst
Jillian Ryan
Principal Analyst
Tracy Tang
Senior Researcher

"Behind the Numbers" Podcast