Search and Display Biggest Budget Beneficiaries of Attribution

More than half of marketers and agencies say that the primary impact of attribution on digital spending is an increase in spending on some digital channels, according to an April 2012 report from Econsultancy and Google Analytics. And the biggest beneficiaries of that increased spend appear to be search and display. In fact, looking at changes to channel investments resulting from attribution, 60% of marketers said paid search received either a significant (18%) or some (42%) increase in budget, while 54% said the same about display advertising, and 53% about SEO. (more…)