IntelliAd survey: Attribution central, but big potential

The press release summarizes a study by intelliAd Media conducted in July and August, surveying more than 50 online-marketing decision-makers about attribution in cross-media campaigns. Results show attribution is considered important by 55% of respondents, while only 6% view it as unimportant. Yet only 22% are satisfied with their current attribution model, and 66% see significant room for improvement. A small 4% have adopted dynamic attribution technology, which uses statistical methods and intelligent algorithms to model the real consumer journey across channels. The report notes that most marketers still rely on static models, such as the bathtub (Badewannenmodell) and last-click, underscoring the potential value of dynamic attribution. Thilo Heller, CMO of intelliAd Media, advocates stronger adoption of self-learning attribution for more realistic success measurement.