Figure 1: Screenshot from typical cross-channel attribution technology

Source: Icrossing Figure 1 is a screenshot of a cross-channel attribution providers websites, showing that these technologies typically provide easy-to-read dashboards that allow easy attribution of conversions in dierent advertising channels. At the turn of the twenty-rst century, such technologies were unheard-of, but now they are widely used. According to Forrester (2009), of 275 website decision-makers surveyed in 2008, 52% agree that such cross-channel attribution technologies would enable them to spend marketing dollars more eectively. 31% report that they are actively using attribution technologies today. A more recent survey by Econsultancy (2012) suggests that 62% of marketers and 77% of agencies are using attribution technologies.1
1 This gure is taken from Econsultancy (2012). The results are based on a survey elded to marketers and agencies between September 26th and October 23rd of 2011, yielding 607 responses. The regional decomposition of advertisers was: 44% North America, 33% United Kingdom, 12% Europe (non-UK), 6% APAC, 5% Other.