Marketers say technology and data challenges are the biggest barriers to successful marketing attribution, according to recent research from Ascend2.

The report was based on data from a survey conducted in June 2018 among 226 marketing influencers.

Some 43% of respondents rank applying technology as among the most challenging barriers to marketing attribution success, and 39% rank consolidating data sources as among the most challenging barriers to marketing attribution success:

Respondents say content marketing and social media are the most difficult approaches to analyze for attributing marketing results to sales revenue:

Respondents say email and display advertising are the easiest approaches to analyze for attributing marketing results to sales revenue:

Some 81% of respondents say marketing attribution is very important, and 16% say marketing attribution is somewhat important. Just 3% of respondents say marketing attribution is not important.

About the research: The report was based on data from a survey conducted in June 2018 among 226 marketing influencers.