How solving the skills gap could solve the attribution challenge
Adroll’s Ben Sharp considers the link between Australia’s skills gap and its failure to solve the attribution challenge.
A lot has been made about the digital skills shortage, but could a skills shortage be what’s holding marketers back from attribution?
For all the all the discussion and education about attribution, our State of Marketing Attribution report showed that marketers are skill preferencing first-click and last-click attribution. As far back as 2012, first-click and last-click have been recognised as the least effective attribution.
In October, we reported only 27% of marketers globally believe last-click is very effective. That number gets worse locally with only 18% of Australian marketers reporting that last-click is very effective. Nearly half the marketers we spoke to thought custom attribution was very effective.
