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The Definitive Guide to Marketing Attribution

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“We’ve tried multi-touch attribution, and it doesn’t work.”

We’ve talked to a lot of people about marketing analytics. Many are frustrated by the promises made by marketing attribution platforms that fell short of expectations. Despite all of the data at our fingertips, many companies still struggle with telling a coherent story about their marketing department’s contribution.

There are six common reasons why marketers struggle with analytics, and most of them have to do with disconnected data sources and the over-simplified way marketing tools have looked at the buyer journey to date.

On top of data issues, many analytics tools haven’t figured out how to navigate B2B buying committees.

However, some companies have figured out how to use multi-touch attribution successfully, and they've seen big gains.

According to an Aberdeen Group study spanning 200 companies, organizations with mature analytics see:

  • 35% year-over-year increase in average order value
  • 43% year-over-year increase in annual revenue
  • 25% year-over-year increase in market share growth

We studied companies that mastered advanced analytics and identified eight traits they have in common. To see those traits and how businesses have gotten the most out of their marketing data, check out the latest guide.

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