Econsultancy Whitepaper: State of Marketing Attribution in Asia Pacific

A study on the role and effectiveness of media attribution in today’s digital marketing landscape.

Datalicious and Econsultancy answer the key questions on attribution — who’s doing attribution, what vendors are being used and what’s the most effective form of media attribution modelling.

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Custom modelling is the most effective form of media attribution modelling according to a just released study from Econsultancy and Datalicious.

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The first APAC study of its kind, State of Marketing Attribution in Asia Pacific, found that while 71 per cent of marketers believe cross-device consumer behaviour is increasingly important, a lack of knowledge stops marketing departments from actioning attribution implementation. Two-thirds of marketers do not carry out any form of attribution.


In this whitepaper, you will learn:

How would you rate the effectiveness of your attribution method?

media attribution effectiveness

The most effective media attribution model

While first click (or first touch) remains the most common form of attribution modelling beyond last click, custom media attribution is the third most common form of attribution modelling and is seen by marketers as the most effective.

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The preferred attribution vendors

While Adobe is the most used vendor for first touch (or click) attribution, Google and Datalicious are the preferred vendors by client-side marketers for custom media attribution modelling.


“Even though not all marketers are using media attribution yet, they understand the need for it and recognise the potential benefits. There simply is no better way to maximise the return from your media budgets, it’s a must have for every marketer’s tool kit.”

Christian Bartens CEO Datalicious


Rock on

There were over 400 respondents to the research request, which took the form of an online survey during May and June 2015. Respondents included both client-side professionals (including marketers and ecommerce professionals) and supply-side respondents (including agencies and consultants).

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