CallRail’s survey of 300 marketers and 1000 US customers revealed that marketers should have holistic attribution solutions to increase revenues.
While 96% of marketers said attribution was essential for marketing decisions, 39% of marketers lacked insights into their campaign efficiencies. Despite 76% of marketers having configured attribution for online form submissions, marketers lacked attribution capabilities across conversion points.
The survey found that more than one-third of marketers didn’t have attribution capabilities for social media and more than half did not use phone tracking tools. But, marketers were found to be heavily dependent on the final click attribution setup on web analytical tools.
Brands also need to have call tracking capabilities as 91% of consumers trust brands that could be reached easily over the phone. Furthermore, 39% of consumers said they would abandon businesses if they take too long to respond.
[4 minute read]