Over the past seven years, MMA Global's Marketing Attribution Think Tank (MATT) has conducted an annual State of Attribution study, sourcing insights from senior marketers in North America. This year, we’ve captured the dynamic shifts in the marketing and measurement landscape, marked by the proliferation of new media, the ever-complex economic environment, and more recently, by the advent of AI.
The 2023 State of Attribution report reveals a continuation of the shift away from reach-based planning, practiced by only 12% of marketers today, which underscores the mounting complexity of attribution needs and the escalating demand for advanced measurement tools. There's also an an urgent need to bridge a discernible trust gap, as a significant 64% of companies grapple with acceptance issues outside the marketing sphere, making it clear that fostering cross-departmental trust and promoting wider acceptance of marketing measurement should be priorities.
Other highlights from the study include:
While the marketing ecosystem continues to evolve, the onus lies on marketers to remain proactive. This calls for ongoing investments in marketing measurement and attribution, addressing dissatisfaction areas, and fostering trust across all organizational levels. Although the journey has its challenges, the potential for growth and the promise of a future where marketing is more measured, attributable, and effective make it all worthwhile.
Download the full report for more details and complete findings.