The State of Marketing Attribution 2017

There is a great misconception that the purpose of attribution modelling is to arrive at a singular, concrete truth; however, the reality is much more nuanced. Attribution modeling is actually an ongoing process of improving how we measure marketing's impact in order to improve our decision making over time. 

• There are a number of attribution principles that still confuse marketers: 
• Why is attribution a process and not an end state? 
• Why is making small steps forward really better than doing nothing? 
• Why does the perfect attribution model not exist? 
• What makes attribution an ROI investment and not a cost center? 

With the many attribution myths, challenges, and philosophies in mind, AdRoll and Econsultancy have partnered for a second year in a row to produce The State of Marketing Attribution 2017. This time around we’ve broaden our focus beyond Europe to include content that also covers North America and Asia-Pacific.