The Biggest Benefits of Marketing Revenue Attribution

Measurement & Analytics — Tue., Dec. 1, 2020

Marketers believe that revenue attribution is beneficial for decision-making and team alignment, according to a recent research from Ascend2. The survey found that 44% of marketers already have an attribution strategy in place, and 59% of respondents say that the top benefit is better decision-making. Additionally, 79% of respondents agree that an effective revenue attribution program helps to eliminate friction between Marketing and Sales.

The biggest barriers to revenue attribution success were found to be data quality and difficulties analyzing market impact at each buyer stage. Social media and content were the most difficult channels to analyze for attributing marketing results to sales revenue.

The survey was conducted in October 2020 with 272 marketers. Respondents identified the benefits and challenges of revenue attribution, allowing marketers to better understand its application and implications.

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