There has been a 50% rise in the number of marketers who are planning to use multi-touch attribution (MTA) in their evaluation of consumers’ path to purchase, according to a survey conducted by the Mobile Marketing Association.
As reported by the Advertising Age, the trade body has confirmed that under a third of marketers currently use MTA in their campaigns, but 35% of them are expected to process out.
Most people are not utilizing multi-touch attribution, which indicates that they are not leveraging the full might of their budgets, and worse, they are optimizing based on the wrong metric.
Marketers can get lulled into this false confidence in doing things at a very sophisticated level when they actually not.
