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2021 Digital Analytics and Governance Report

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22 The highest percentage of respondents (43.98%) said that they use their web analytics tool for measuring results and ROI. The second most frequently used tool, at 32.27%, was an in-house tool or a custom data warehouse. This implies that, currently, most teams are making do with the tools they already have instead of investing in third-party solutions. However, web analytics is not meant to do attribution or measure ROI and is limited by only tracking web channels. By only mea- suring the attribution of web channels, analytics teams are missing out on the rich insights provided by offline data. There could be many reasons why teams haven't adopted third-party solutions. It could be that they don't feel the solutions available in the current market fit their needs or their budget limitations, etc. But, a third-party attribution solution could help solve some of the frustration caused by siloed data and manual attribution methods by standardizing tracking upfront and streamlining the process of combining online and offline data. How do you currently measure results / ROI for digital and traditional marketing? How do you currently measure results / ROI for digital and traditional marketing? 10.4% 37.3% 8.3% Track through web analytics 44.0% License a third-party attribution solution (non-web analytics) Consolidate all of the data from all channels and attempt to extract results/ROI (in-house tool, custom data warehouse, etc.) Measure each channel in isolation 44.0% 8.3% 37.3% 10.4% Campaign Performance - Campaign Management & Attribution

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