MMA：2024年营销归因基准状况报告（英文版）

Our eighth annual study highlights the latest trends in marketing measurement and attribution for 2024. Marketers have shown increased economic optimism in the first quarter, though this has not translated into higher media budgets. Instead, there is a stronger emphasis on achieving measurable outcomes, with fewer companies prioritizing reach. In this changing environment, frustration with measurement and attribution (M&A) capabilities remains a significant issue, so elevating the perceiv