1、Research Series Conducted in Partnership with Leading Providers of Marketing Technology and Digital Marketing Agency Services.MARKETING ATTRIBUTION APPROACH 2023Research Created for MarketersTREND REPORT3.Methodology and Participants4.Rating Strategic Success5.Attribution Importance6.Confjdence in A

2、ccuracy7.Critical Platform Features(Trend)8.Attribution for Optimization9.Most Importance Goals10.Most Difgicult Channels to Measure11.Challenges Preventing Implementation12.Data Review Frequency13.Metrics for Measuring Performance14.About Ascend2 ResearchIN THIS REPORT.HOW TO USE THIS REPORT:TIP#1:

3、ENGAGE YOUR AUDIENCE by turning the charts and insights into your own content.TIP#2:DISCOVER STRATEGIES,TACTICS AND TRENDS that are working for fellow marketers.TIP#3:IMPROVE YOUR OWN STRATEGY by using data that is relevant to your business.This Survey Summary Report is part of a series conducted in

4、 partnership with our participating Research Partners.Please feel free to adapt,copy,distribute and transmit this work.However,you must attribute the work as produced by Ascend2 and its Research Partners,but not in any way that suggests that they endorse you or your use of the work.When you share th

5、is content,please provide a link back to Put this content To good use!3Ascend2 benchmarks the performance of marketing strategies,tactics and the technology that drives them with a standardized online questionnaire and a proprietary 3-Minute Survey format.This survey was fielded to a panel of market

6、ing professionals and marketing research subscribers.Primary Marketing ChannelB2B(Business-to-Business)23%B2C(Business-to-Consumer)53%B2B and B2C Equally24%Number of EmployeesMore than 50016%50 to 50018%Fewer than 5066%Primary role in companyOwner/Partner/C-Level58%Vice President/Director/Manager30%

7、Non-Management Professional12%SURVEY RESPONDENTSMETHODOLOGYN=384 Marketing Decision-Makers4Accurately measuring marketing performance across channels and attributing success to the appropriate efforts can be incredibly complex.So how are marketers executing their marketing attribution strategy?To he

8、lp answer this question,Ascend2 and our Research Partners fielded the Marketing Attribution Approach survey.We thank the 384 marketers who responded to this survey during the week of May 22,2023.Additional reports referenced:Improving Marketing AttributionThis Survey Summary Report,titled Marketing

9、Attribution Approach,represents the opinions of all the market segments responding to the survey.Specific market segments from the survey are reported on separately and exclusively by our participating Research Partners.This research has been produced for your use.Put it to work in your own marketin

10、g strategy.Clip the charts and write about them in your blog or post them on social media.Please share this research credited as published.Love research?Click here!MARKETING ATTRIBUTION APPROACH 2023 JOIN OUR COMMUNITY OF MARKETERS5Marketing Attribution Approach 2023 Conducted by Ascend2 and Researc

11、h Partners Published June 2023RATING STRATEGIC SUCCESSLess than one-in-five(18%)marketers feel that their attribution strategy is very successful at helping to achieve strategic marketing goals,about three-quarters(77%)have experienced some success but there is still work to do.These numbers look ve

12、ry similar to last year,with 19%reporting best-in-class success,72%reporting some success,and 9%reporting little-to-no success.VERY SUCCESSFUL(BEST-IN-CLASS)18%SOMEWHAT SUCCESSFUL77%UNSUCCESSFUL5%RATE YOUR MARKETING ATTRIBUTIONS SUCCESS IN HELPING YOU ACHIEVESTRATEGIC OBJECTIVES.6Marketing Attributi

13、on Approach 2023 Conducted by Ascend2 and Research Partners Published June 2023ATTRIBUTION IMPORTANCENearly nine out of every ten(88%)marketers feel that attributing results of their marketing programs to the right sources is important to the success of their strategy.37%of this group describe marke

14、ting attribution as extremely important to success while another 51%say that it is somewhat important.Only 12%feel that attribution is unimportant to the success of their marketing strategy.37%51%10%2%EXTREMELY IMPORTANTSOMEWHAT IMPORTANTSOMEWHAT UNIMPORTANTEXTREMELY UNIMPORTANTRATE THE IMPORTANCE O

15、F MARKETING ATTRIBUTION TO THE SUCCESS OF YOUR OVERALL MARKETING STRATEGY.7Marketing Attribution Approach 2023 Conducted by Ascend2 and Research Partners Published June 2023CONFIDENCE IN ACCURACYIn order to optimize a strategy,it is critical for marketers to have an accurate gauge of which marketing

16、 efforts and channels are producing results,but only one-in-five marketers(20%)report being extremely confident in their marketing attributions accuracy.Nearly two-thirds(63%)of marketing professionals surveyed feel somewhat confident in the accuracy of their attribution strategy.20%63%14%3%EXTREMEL

17、Y CONFIDENTSOMEWHAT CONFIDENTSOMEWHAT UNCONFIDENTEXTREMELY UNCONFIDENTRATE YOUR LEVEL OF CONFIDENCE IN YOUR MARKETING ATTRIBUTIONS ACCURACY.8Marketing Attribution Approach 2023 Conducted by Ascend2 and Research Partners Published June 2023CRITICAL PLATFORM FEATURESWhile in-depth reporting(40%)remain

18、s a top most critical feature of a marketing attribution platform to consider,easy setup and integrations has become even more important to marketers since last year with 63%listing it as a most critical platform feature,up from 52%last year.Fraud prevention tools have also seen an increase in impor

19、tance,up to 31%from 22%last year.TREND12%24%32%24%22%40%52%13%17%28%30%31%40%63%USE OF AI FOR FORECASTINGFULL-FUNNEL ATTRIBUTIONCROSS-CHANNEL ATTRIBUTIONA RANGE OF ATTRIBUTION MODELSFRAUD PREVENTION TOOLSIN-DEPTH REPORTINGEASY SETUP AND INTEGRATIONSWHAT ARE THE MOST CRITICAL FEATURES OF A MARKETING

20、ATTRIBUTION PLATFORM?202320229Marketing Attribution Approach 2023 Conducted by Ascend2 and Research Partners Published June 2023ATTRIBUTION FOR OPTIMIZATIONMarketing professionals are using attribution data and analysis to improve targeting and messaging with their audience according to 57%of those

21、surveyed.Another 44%are using attribution data to enhance the overall customer experience and 43%say they are using it to identify high-value customers.31%31%43%44%57%ADJUSTING MARKETING BUDGET ALLOCATIONVALIDATING MARKETING CONTRIBUTION TO THE SALES PROCESSIDENTIFYING HIGH-VALUE CUSTOMERSENHANCING

22、THE CUSTOMER EXPERIENCEIMPROVING TARGETING AND MESSAGINGHOW DO YOU USE ATTRIBUTION DATA/ANALYSIS TO OPTIMIZE YOUR MARKETING STRATEGY?IMPROVING TARGETING AND MESSAGINGENHANCING THE CUSTOMER EXPERIENCEIDENTIFYING HIGH-VALUE CUSTOMERSVALIDATING MARKETING CONTRIBUTION TO THE SALES PROCESSADJUSTING BUDGE

23、T ALLOCATION10Marketing Attribution Approach 2023 Conducted by Ascend2 and Research Partners Published June 2023MOST IMPORTANT GOALSOf course,every marketing department looks to creating avenues for more sales with their marketing efforts,but beyond that common goal,what else are marketers striving

24、for with attribution?Marketers list improving customer satisfaction and improving marketing efficiency and effectiveness as their most important attribution goals according to 50%and 44%of those surveyed,respectively.13%29%32%44%50%IMPROVED MARKETING TEAM PERFORMANCEIMPROVED MARKET SHARE AND COMPETI

25、TIVE POSITIONINGIMPROVED BUDGET PERFORMANCE AND ROIIMPROVED MARKETING EFFICIENCY AND EFFECTIVENESSIMPROVED CUSTOMER SATISFACTION AND RETENTIONWHAT ATTRIBUTION GOALS,BEYOND MORE SALES,ARE THE MOST IMPORTANT TO YOUR MARKETING DEPARTMENT?IMPROVED CUSTOMER SATISFACTION IMPROVED MARKETING EFFICIENCY&EFFE

26、CTIVENESSIMPROVED BUDGET PERFORMANCE&ROIIMPROVED MARKET SHARE AND COMPETITIVE POSITIONINGIMPROVED MARKETING TEAM PERFORMANCE11Marketing Attribution Approach 2023 Conducted by Ascend2 and Research Partners Published June 2023MOST DIFFICULT CHANNELS TO MEASUREMarketers have the most difficulty gauging

27、 how word of mouth impacts their bottom line,with 51%of those surveyed listing this channel in their top three most difficult to measure.Outdoor advertising and other print advertising are also difficult channels for about one-quarter of those surveyed(26%and 25%,respectively).10%10%13%14%18%19%21%2

28、3%25%26%51%UNSURESEOPODCASTSPAID SEARCHONLINE COMMUNITIESDIRECT MAIL/GIFTINGPUBLIC RELATIONSEMAIL MARKETINGPRINT ADVERTISINGOUTDOOR ADVERTISINGWORD OF MOUTHWHICH OF THE FOLLOWING MARKETING CHANNELS ARE THE MOST DIFFICULT TO MEASURE THE PERFORMANCE OF?12Marketing Attribution Approach 2023 Conducted b

29、y Ascend2 and Research Partners Published June 2023CHALLENGES PREVENTING IMPLEMENTATIONWhat is preventing marketers from implementing marketing attribution efforts into their overall strategy?The most commonly reported challenge getting in the way is limited resources,including budget for software a

30、nd people.43%say that they have higher priorities that requires their focus.23%25%32%32%43%53%RESISTANCE TO CHANGE WITHIN EXISTING SYSTEMS/PROCESSESLACK OF A FULL UNDERSTANDING OF THE IMPORTANCE OF MARKETING ATTRIBUTIONINSUFFICIENT ACCESS TO DATA ABOUT MARKETING INITIATIVES OR PEOPLECOMPLEXITIES OF

31、MULTIPLE CAMPAIGNS AND CUSTOMER ACTIONS AT ONCENEED TO PRIORITIZE OTHER GOALS OVER MARKETING ATTRIBUTIONLIMITED RESOURCES(I.E.,SPECIALIZED SOFTWARE OR EXPERTISE)WHAT BUSINESS CHALLENGES MOST PREVENT YOU FROM IMPLEMENTING MARKETING ATTRIBUTION?LIMITED RESOURCES(I.E.,SPECIALIZED SOFTWARE OR EXPERTISE)

32、NEED TO PRIORITIZE OTHER GOALS OVER MARKETING ATTRIBUTIONCOMPLEXITIES OF MULTIPLE CAMPAIGNS AND CUSTOMER ACTIONS AT ONCEINSUFFICIENT ACCESS TO DATA ABOUT MARKETING INITIATIVES OR PEOPLELACK OF A FULL UNDERSTANDING OF THE IMPORTANCE OF MARKETING ATTRIBUTIONRESISTANCE TO CHANGE WITHIN EXISTING SYSTEMS

33、/PROCESSES13Marketing Attribution Approach 2023 Conducted by Ascend2 and Research Partners Published June 2023DATA REVIEW FREQUENCYNearly one-third(32%)of marketing professionals surveyed report reviewing and analyzing data from marketing attribution efforts occasionally,at least once a quarter whil

34、e another 29%say they are reviewing their attribution data as often as monthly.29%32%15%10%1%13%OFTEN:REVIEWED AT LEAST ONCE A MONTHOCCASIONALLY:REVIEWED AT LEAST ONCE A QUARTERSOMETIMES:REVIEWED ONCE EVERY SIX MONTHSRARELY:ONLY REVIEWED YEARLY FOR BUDGET/PLANNING PURPOSESWE DO NOT BELIEVE OUR DATA

35、IS ACCURATE AND DO NOT USE ITWE DO NOT HAVE AN ATTRIBUTION SOLUTIONHOW FREQUENTLY DO YOU REVIEW AND ANALYZE THE DATA FROM YOUR MARKETING ATTRIBUTION EFFORTS?14Marketing Attribution Approach 2023 Conducted by Ascend2 and Research Partners Published June 2023METRICS FOR MEASURING PERFORMANCEHalf(49%)o

36、f marketers surveyed use return on investment(ROI)and/or return on ad spend to measure the success of their marketing campaigns.Business outcomes met is also an important performance indicator according to 43%of marketing professionals surveyed.11%34%35%36%43%49%PROGRESS IN BUYER JOURNEYCONVERSION R

37、ATECOST PER LEAD/ACQUISITIONENGAGEMENT RATEBUSINESS OUTCOMES METRETURN ON INVESTMENT/RETURN ON AD SPENDWHAT MARKETING METRICS DO YOU USE TO MEASURE THE SUCCESS OF YOURMARKETING CAMPAIGNS?15We fjnd the right audience,ask the right questions,and gather insightful data to create useful and afgordable r

38、esearch that will help you generate demand and increase engagement.Join the industry powerhouses that use Ascend2 to create compelling research content that speaks to their audience.CUSTOMIZED B2B RESEARCH delivered to you with a plan to use it.Need Research?Click here!WORK WITH US16Dont just take i

39、t from us.Heres what some of our customers have to say.Need Research?Click here!“I highly recommend Ascend2 for any research projects in the B2B marketing space.Coming from a heavy academic-research background myself,Im quite demanding when it comes to fielding and analyzing market surveys.Intentsif

40、y had very specific goals in mind to support multiple use cases with original research.Todd and Jenna of Ascend2 had the requisite knowledge,skills,and resources to achieve our weighty objectives.Further,the program was affordable(even for an early-stage startup),and the results to date are already

41、surpassing our ROI goals.”-David Crane,VP Marketing,Intentsify“Ascend2 was a pleasure to work with and helped us to design a thoughtful survey that uncovered truly actionable and noteworthy findings.They work smart and fast and even helped to promote and place the research results at launch.Ascend2

42、is at the top of our list for future projects.-Nick Olsson,CEO,Olsson Communications“On a hunch that original,empirical research could boost engagement with my audience,I contracted Ascend2 and Todd Lebo to provide a study on the most effective tactics being employed by B2B marketers.The research wa

43、s delivered on time in an easily workable format,and any minor corrections were handled with rapid turnaround and excellent customer service.In the end,the research deliverable ended up influencing hundreds of thousands of dollars in closed-won business,achieving an 85x ROI on the purchase price of

44、the research.I am extremely impressed with Ascend2 and will use them again any time I require original research on industry influencers for my marketing campaigns.-Jonathan Greene,Director of Marketing,LeadCrunch“Good news to report back to you we are seeing a lot of success with the leads we have gotten,not only from you but from the report in general(website,our emails,ads,etc.).My CEO is super pleased.”-Emily Wingrove,Director of Marketing,Synthio WORK WITH US