70% of marketers can’t act on attribution insights

Almost three-quarters of marketers are struggling to use the insights they get from marketing attribution, according to research by AdRoll.

The firm’s study, The State of Marketing Attribution 2017, found the proportion of those who said they don’t action the insights they get from attribution was 70% during this year, up from 57% in 2016.

But the survey did find the percentage of businesses using attribution modelling on the majority or all of their campaigns has risen from 31% in 2016 to 39% today.

The research identified the primary barrier for businesses not carrying out marketing attribution was lack of knowledge, cited by 59%, and the limitations of technology, which was an issue for 53%.