Marketers say the biggest challenge they face with marketing attribution is a lack of expertise, according to recent research from Ascend2.
The report was based on data from a survey conducted in September 2024 among 357 marketing decision-makers.
Respondents say the top challenges they face with marketing attribution are a lack of expertise (42% cite it as an issue), difficulty in tracing customer touchpoints (41%), and limited resources for analysis (40%).
Some 60% of marketers say they are somewhat confident in the accuracy of their marketing attribution, and 29% say they are extremely confident.
Some 62% of marketers say their marketing attribution is somewhat successful in capturing the full customer journey, and 24% say it is extremely successful.
Some 66% of marketers say their marketing attribution is somewhat successful in helping them achieve strategic objectives, and 28% say it is very successful.
About the research: The report was based on data from a survey conducted in September 2024 among 357 marketing decision-makers.
