Less than a third of marketers use attribution modelling

Celeste Huang

An overview of brands’ favoured choices of marketing investment measurement.

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. 

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