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Only about half of companies in the US with more than 100 employees are using attribution modeling. But this number is expected to rise to 88% in 2020 according to eMarketer estimates. Half of those who have tried a multi-touch model have perceived gaps in the services and technologies they’ve used to implement it. But despite these challenges, companies who are trying to build attribution still develop faster than other companies and get insights that are unavailable to those who aren’t using attribution.