2024 Update on Marketing-Sourced and Influenced Metrics

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1. Marketing-Influenced Metrics: Attempts to measure which deals that are not claimed as sourced by marketing were nonetheless touched at some point by marketing tactics. “They’re often plagued by subjectivity and questionable claims, with marketing-influenced metrics especially prone to irrelevant assertions about when a deal was identified, activated, or influenced by marketing.” Last year’s findings showed:

   In Attribution data quality

2. Marketers are now more likely to employ a multi-touch approach over first- or last-touch, which remain roughly equal in usage. “most multi-touch approaches still credit only a limited number of touches with influencing deals.” For more insights on marketing attribution and measurement, see our 2024 and 2023 benchmark reports.

   In Outbound attribution models