Study Finds Marketers Missing Opportunities to Connect Attribution to Bid Management

Sep 30, 2014

Kenshoo, a provider of predictive marketing software, announced a new commissioned study conducted by Forrester Consulting on behalf of Kenshoo titled "Cross-Channel Attribution Must Convert Insights Into Action." The study includes a survey of 106 advertisers, agencies, and analytics professionals in the U.S. and Europe, and outlines challenges marketers face when implementing cross-channel attribution, the benefits they reap from doing so, and the importance of connecting attribution modeling to bid management platforms in an automated manner.

Forrester's study yielded three key findings:

  • Marketers still embrace elementary approaches to measurement--Only one in nine marketers use advanced attribution methods, and among those using attribution, 28% still use single click methods.
  • Marketers struggle to turn attribution insights into action-- Having an attribution tool does not guarantee that an organization will act in new ways. Several obstacles remain, including understanding the analytical model, convincing colleagues of the validity of recommendations and incorporating results into cumbersome media buying systems. However, these challenges diminish with time.
  • Savvy marketers get sharper and nimbler with attribution measurement--Advanced marketers use sophisticated multi-touch attribution models to inform a broad array of strategic and tactical decisions in more detail and with more speed - 49% adjust their long-term media plans, 38% change media spend, 34% compare the performance of different campaign measures, and 23% take some action in real time.