At London’s Festival of Marketing we were on a mission to seek out the marketing nerds – and as it turned out, there were quite a lot of them.

Over two days in early October, we asked attendees at the largest global event for brand marketers to ‘Prove you’re the smartest marketer’ and discovered a hugely competitive streak within the 4,000+ strong crowd

And this was no easy quiz. With questions around well-known brand straplines, digital terminology and famous industry faces, we put everyone through their paces and made even the biggest brand brains stop and think.

But there was a serious point to our challenge. Many who took us on could separate their SERPs from their CTRs and could identify Seth as the God(in) of Permission Based Marketing, but when it came to some of the questions around understanding the customer, they were a little less sure.

Unsurprisingly, guessing that the mobile drives the most global internet knowledge proved easy for almost 90% of our stand visitors. But knowing what consumers do once they’ve searched for a local business proved trickier.

Does this stat ring a bell?

A massive 71% didn’t know that 88% of consumers who search for a type of local business via mobile go on to call that business within 24 hours. Assuming instead, that they’re more likely to visit a website or search a business out on social media as a follow up, could it be that the potential of the phone call is being missed?

The attribution puzzle

When it comes to ROI, it seems marketers know the importance of proving their campaigns are working, with 91% knowing with the acronym stands for. However, in an indication that their best intentions may not yet be translating into effective attribution, 64% were confused enough by the terminology to miss our fake attribution model.

So what does this all mean? Well, it was just a fun quiz, but it did highlight the fact that the role of the phone call – and most importantly, tracking phone activity – is perhaps getting lost in the focus on other channels.

When the mobile is the most widely used device for search, can you afford to have a attribution blind spot around the use of the phone in your customer journey?

The smartest marketers use ResponseTap to get the insights they need to do more of the things that work. Take a look at our case studies to find out how