European Marketers Tracking ROI On More Channels Than Ever -
Adobe Digital Index/ Market Research

An ever-growing number of choices has left European marketers tracking an average of 10 channels.

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“The increase in channels used by consumers over the last two years highlights how complex marketing interactions have become,” said John Watton, Director Digital Marketing EMEA, Adobe. 
That’s the key finding from the latest Adobe Digital Index (ADI) report on the performance of digital marketing channels.

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ADI Principal Analyst Tamara Gaffney pointed out: “Although we’ve been talking about more sophisticated attribution models for a few years now, most marketers are still stuck on last-click tracking,”  

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But ADI analysts were keen to stress that focusing on the last click can short-change the contribution of other channels at earlier stages in the customer’s journey.
“Social and display are often undervalued in last-click models,” Maykot said.
https://www.cmo.com/articles/2015/9/15/adi-european-marketers-tracking-roi-on-more-channels-than-ever.html