Attribution Offline to Online 2017 Study

The ability to track prospects and inquiries across multiple channels is commonly viewed as one of the most important challenges to overcome by marketers and advertisers. In fact, 46% of marketers cited “proving the ROI of our marketing activities” as one of the biggest challenges they face within their company, according to HubSpot’s 2016 State of Inbound report.

Advertisers are also under increased pressure to more accurately measure impact on starts/sales — thanks in part to the increasing complexity of options that are available from direct response channels.

To help us analyze marketing effectiveness, we need to understand the impact various channels have on lead attribution. Gragg Advertising’s latest research project explored attribution as prospects reach various offline and online marketing touchpoints: such as TV, Radio, Print, Direct Mail, Pay-Per-Click and Web Forms.

The infographic below illustrates a snapshot of our findings.



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