ATTRIBUTION INSIGHTS SURVEY RESULTS
The IAB MENA releases the Attribution Insights Survey Results
Posted on: Friday 15 September 2023 | IAB MENA Research & Measurement
The IAB MENA Attribution Insights survey in Q1 2023 highlights the challenges and limitations of effective attribution, which are around skill set, cost, and data access. There appears to be a lack of detailed understanding of Attribution techniques outside of digital advertising and thus a skew to last touch or multitouch attribution techniques and less focus on MMM and Incrementality. These gaps in knowledge and understanding can be addressed by education/training on the skills required as well as the benefits of various marketing attribution methods.
You can download the full report below.