Advancing Marketing Attribution

Advancing Marketing Attribution

A Two-Part Series on Making Holistic Attribution Work

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About This Report
Our two-part attribution series focuses on holistic attribution. It explores best practices for implementing attribution at the organizational level and balancing channel- and company-level KPIs.

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?

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.

How can marketers advance their attribution efforts?

There are guideposts 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.

How are companies balancing both channel-specific and company-level key performance indicator (KPI) types?

Companies best equipped to navigate both sets of metrics have commonalities: They have built models that account for both types of KPIs, they believe the models (with a healthy dose of skepticism), and they understand the insights generated by those models—regardless of their level within their organization.

Here’s what’s in the full report

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Exportable files for easy reading, analysis and sharing.

22expert perspectives

Insights from industry and company leaders.

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
360i
Senior Vice President and Head of Data, Analytics and Technology
Interviewed January 8, 2019
Anthony Ching
Adobe
Head of Product, Experience Intelligence Services
Interviewed January 15, 2019
Ric Elert
Conversant
President
Interviewed January 9, 2019
Mike Finnerty
Neustar
Senior Director, Product Management, Marketing Solutions
Interviewed January 22, 2019
Jeff Greenfield
C3 Metrics
COO and Co-Founder
Interviewed January 10, 2019
Marty Greenlow
Ensighten
CEO
Interviewed January 18, 2019
John Hoctor
Data Plus Math
Co-Founder and CEO
Interviewed January 2, 2019
Pankaj Kumar
NBCUniversal
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
President
Interviewed January 16, 2019
Preeti Mehta
Analytic Partners
Senior Director, Project Teams
Interviewed January 8, 2019
Ikechi Okoronkwo
Mindshare
Managing Director, Marketing Sciences
Interviewed January 14, 2019
Juan Pablo Pereira
Conversion Logic
Chief Client Officer
Interviewed January 22, 2019
Frank Puma
Mindshare
Investment Business Lead
Interviewed November 30, 2018
Andreas Reiffen
Crealytics
Founder and CEO
Interviewed January 7, 2019
Jon Schulz
Viant
CMO
Interviewed January 22, 2019
Marc Vermut
Neustar
Vice President, Market Strategy, Marketing Solutions
Interviewed January 22, 2019
Skye Yang
Neo
Associate Director, Insights and Analytics
Interviewed January 18, 2019
Katrin Zimmermann
TLGG
Managing Director, Americas
Interviewed January 11, 2019
Alfonso Imbroda
Accenture Interactive
Managing Director, Accenture Digital, Spain, Portugal and Africa
Interviewed January 4, 2019

authors

Lauren Fisher

Contributors

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