Marketers say technology and data challenges are the biggest barriers to successful marketing attribution, according to recent research from Ascend2.

The report was based on data from a survey conducted in June 2018 among 226 marketing influencers.

Some 43% of respondents rank applying technology as among the most challenging barriers to marketing attribution success, and 39% rank consolidating data sources as among the most challenging barriers to marketing attribution success:

Respondents say content marketing and social media are the most difficult approaches to analyze for attributing marketing results to sales revenue:

Respondents say email and display advertising are the easiest approaches to analyze for attributing marketing results to sales revenue:

Some 81% of respondents say marketing attribution is very important, and 16% say marketing attribution is somewhat important. Just 3% of respondents say marketing attribution is not important.

About the research: The report was based on data from a survey conducted in June 2018 among 226 marketing influencers.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji