2017 State of Performance Marketing

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Key Takeaways
  • ‚ÄčTechnology is starting to line up with the vision marketers have had for years but didn't have the tools to deliver
  • Use blended attribution rather than last-click: retains simplicity while accounting for the cumulative effect of views
  • Deterministic and probabilistic cross-device models each have pros and cons. The future lies in adopting a hybrid of both methods.

‚ÄčLast year, we found the vast majority of marketers are familiar with running programmatic campaigns.

Did you know...

  • 57% of marketers are changing their attribution model this year
  • Almost 40% of marketers spend a majority of their budgets on measurement alone
  • 69% of marketers are using dynamic email based on user behavior

This report from AdRoll compiles survey results from 1,300 marketers about how they coordinate various different channels and technologies to achieve their goals, and how they're thinking about the latest performance strategies across every stage of the marketing funnel.


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