Q4 2023: Marketing Attribution Trends

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Banzai surveyed nearly 100 marketing professionals and senior executives to understand their use of marketing attribution and the value it provides.

The findings show broad adoption of attribution models andwidely held beliefs that they are effective, not only for strategic decision-making but also to increase C-Suite confidence in the Marketing function overall.

This study also reveals some “hidden” benefits of attribution that areless obvious than the need to report on the impact of marketing on ROI. That said, practical challenges in implementation continue to persist.