Dive Brief:
- According to IDG Connect new research, more than three quarters (78%) of marketers say they have plans to add cross-channel attribution within the next two years.
- Currently, most marketers are using six or more categories of tools to collect performance data.
- The top four performance tools include marketing analytics (79%), website analytics (69%), marketing automation (57%) and operations analytics (57%).
Dive Insight:
Measurement is a major value built into digital marketing and tech tools are now foundational to whole marketing funnel. Per the survey, nearly 40% of marketers said they plan to use six channels to reach target audiences. Bob Johnson, lead IDG Connect analyst on the survey, explained in a statement that "truly understanding ongoing performance requires timely integration of data from all of them."
“What we are seeing is that marketing appears ready to embrace a single source view to better measure and analyze key marketing performance indicators. A holistic cross-channel approach with a single solution is one way to address this need," Johnson said.
Conversion Logic sponsored the IDG research and its co-founder and COO, Alison Lohse, said in the same statement, that the survey's results show marketers are finally investing in smarter cross-channel tools from which they will be able to measure how the different channels affect one another.
“While the need for cross-channel attribution has long been widely contemplated, and much field was plowed by first generation providers, attribution must be an integral part of a marketer’s technology stack and integrated with all data sources," Lohse said.
IDG Connect surveyed 250 enterprise and SMB marketing executives for the research.