Less than a third of marketers said they use attribution modelling to isolate the impact of their marketing investment, a three percent decrease from last year, according to the latest WARC Marketer’s Toolkit data.
Brand lift studies remain the most commonly used measurement method, with 47% of respondents using them. Just a little over 40% of marketers use econometrics and marketing mix modelling (MMM), while the number of marketers who use attribution modelling has dropped to 31% from last year.
With the demise of third-party cookies, Apple’s App Tracking Transparency (ATT), and Android’s...