Marketing Attribution Modeling Now Becoming Mainstream

According to a new study by Econsultancy and Adobe, 54% of clients and 64% of agencies report that they carry out marketing attribution. This is up from a similar report in July 2012 where only 24% of marketers were engaged in marketing attribution, and a report in June that had the practice at only 8% adoption. Both agencies and clients cite the rise of mobile as the reason for the increased attribution scrutiny.

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