Cross-Device Attribution Still Difficult for Marketers

Understanding consumers’ behavior as they switch between devices remains one of the toughest challenges facing marketers today. According to recent research investigating marketers’ digital capabilities, the problem doesn’t seem to be getting any easier.

Digital Priorities vs. Capabilities at Their Company According to Marketers in North America, March 2016 (% of respondents)

In a March 2016 survey by Econsultancy investigating the gaps between digital priorities and capabilities at companies in North America, “matching customers across multiple devices” was mentioned as a digital priority by nearly three-quarters of the marketers polled. Yet only 14% of marketers in the same survey said their company had the capability to handle such matching, a gap of 60 percentage points.

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