• Econsultancy, Wednesday, July 11, 2012 11:54 AM

Econsultancy published the Online Measurement and Strategy Report with help from Lynchpin, asking marketers whether they had a framework for analyzing attribution from online to offline media. The findings reveal that those with a strategy in place declined from 22% to 19%. The 84-page report is based on a survey of 700 client- and supply-side marketers. It's no wonder that marketers stuggle to perform attribution. Of the companies surveyed, 30% stated they had no dedicated employees to analyze Web data -- up from 22% in 2010. Some 31% said they had only one Web analyst.

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