Following the marketing attribution survey we undertook in December 2015, we share our results and initial observations. Find out more about our services at http://www.equimedia.co.uk or call us on 01793 715440.

1. A challenge for today’s digital marketer?
Marketing attribution

2. Aim of survey
To find out how much of a challenge marketing attribution is for
today’s marketing professionals
Target audience
Senior marketing professionals in the UK
The survey was designed in Survey Monkey which was distributed
to email contacts and shared via social media channels
Survey methodology

3. Have you heard of the terms ‘attribution modelling’ or ‘cross
channel attribution measurement’?
Survey results

4. Do you currently measure your digital marketing attribution?
Survey results

5. How important is attribution in your marketing strategy?
On a scale on 1 to 5
Survey results
Not important
at all
Slightly
important
Fairly
important
Important
Very
important
Weighted
average
9.52% 11.90% 21.43% 23.81% 33.33% 3.60

6. Have you noticed an increase in ‘unattributed’ website traffic or
sales from ‘unattributed’ activity over the last 12 months?
Survey results

7. Has ‘unattributed’ data had an impact on the way you plan your
marketing activity?
Survey results

8. Which channels do you currently measure or report on?
Survey results
Note: Other includes affiliate, video, TV, press.

9. Who provides you with your marketing analytics / attribution
reporting?
Survey results

10. “The growth of multi-device usage has complicated matters”
“Google’s universal search is only a partial solution”
“Attribution is measured, but we don’t analyse it well”
“PR is a key attribution challenge when it comes to
measuring impact on organic search”
Additional comments

11. Although the sample size was small, it highlighted interesting points:
A surprising number of people had not heard of attribution terms
As many people who are measuring attribution don’t, although
are planning to
It is considered an important aspect of marketing strategy
There are some key areas where there appears to be a lack of
knowledge or awareness of attribution issues
Survey conclusions

12. About equimedia
We are the largest independent digital media
agency in the UK.
Our focus puts customer data at the heart of
planning to deliver innovative and highly
measurable digital direct response media solutions.
Talk to us about your digital challenges:
01793 715440 | contact@equimedia.co.uk