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.
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.
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