More than half of U.S. companies are expected to use multichannel attribution models by 2017, according to an October 2015 eMarketer forecast. But data from B2B research firm IDG reveals that many
executives are concerned about the challenges holding marketing attribution efforts back such as issues with data collection and accuracy. Among those polled, 59% cited data collection and
centralization issues, while 50% cited reporting accountability and accuracy as key issues, an eMarketer article reported.
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