Datalicious Econsultancy Whitepaper: State of Marketing Attribution in Asia Pacific

© 2015 Datalicious Pty Ltd

■ In May 2015, Econsultancy, in association with Datalicious, ran a survey across Asia Pacific (APAC) in order to understand the state of marketing attribution for the region.

■ The survey was completed by over 400 client-side and agency-side marketers from across APAC, including:□ Australia, New Zealand, Singapore, Hong Kong,

Philippines, India, Malaysia, Thailand, Indonesia, Japan, South Korea, China (excl. Hong Kong)

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Background


State of Marketing Attribution

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■ The result of this is, State of Marketing Attribution in Asia Pacific, an Econsultancy study in association with Datalicious

http://www.datalicious.com/econsultancy-whitepaper-state-of-marketing-attribution-in-asia-pacific/?utm_campaign=econsultancy_attribution_survey&utm_medium=social&utm_source=slideshare&utm_content=presentation






Key resources & links

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■ Download the whitepaper■ Press release■ AdNews coverage



http://blog.datalicious.com/attribution-modelling/custom-modelling-effective-form-media-attribution/?utm_campaign=econsultancy_attribution_survey&utm_medium=social&utm_source=slideshare&utm_content=presentation

http://blog.datalicious.com/attribution-modelling/custom-modelling-effective-form-media-attribution/?utm_campaign=econsultancy_attribution_survey&utm_medium=social&utm_source=slideshare&utm_content=presentation

http://www.adnews.com.au/news/millions-wasted-due-to-lack-of-attribution-knowledge

http://www.adnews.com.au/news/millions-wasted-due-to-lack-of-attribution-knowledge


KEY INSIGHTS

GETTING THE MOST OUT OF THE WHITEPAPER


Study overview

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■ This is the first study from Econsultancy for the APAC region, and the first study of its kind for the area

■ 422 respondents (agency & client-side marketers) from:□ Aus, SG, India, China (excl. HK), HK, Malaysia, Philippines, NZ,

Indonesia, Thailand, Japan, Vietnam, & South Korea

□ Majority of the respondents were Managers or Senior level positions in B2C organisations

□ Top 5 respondent industries were TMT (technology, media & telecom), Financial services, Retail, Travel & Leisure, Charities, Gov & Non-Profit, Manufacturing


■ Last click or touch comparisons are not made in the survey■ This study is about attribution beyond last click or touch■ It as assumed by Econsultancy that last click attribution has

been the standard and exhaustive research has shown it to be ineffective, therefore it is time to explore the models beyond last click

Important to note

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Knowledge gap issues

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■ Majority of marketers are convinced of the business case of attribution (almost 75%), however knowledge gap biggest reason for delay in implementation



Budget & customer experience

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■ Justifying digital spend, understanding the customer journey and optimising media mix are seen as the top benefits of attribution



Custom is most effective

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■ 41% of marketers say custom modelling is the most effective form of attribution



Leading custom vendors

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■ Datalicious and Google share billing for most used by client-side marketers for custom modelling (the most effective)



Barriers to success

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■ Disparate tech platforms, data complexity and actioning insights greatest barriers to attribution success



Datalicious

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■ For more information on our attribution services, visit www.datalicious.com or email:[email protected]

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http://www.datalicious.com?utm_campaign=econsultancy_attribution_survey&utm_medium=social&utm_source=slideshare&utm_content=presentation



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Data & Analytics

Datalicious Econsultancy Whitepaper: State of Marketing Attribution in Asia Pacific