In 2026, Armenia sees a notable shift towards multi-touch attribution models, with 65% of digital marketers adopting these strategies. This reflects a broader trend of embracing advanced analytics to better understand customer journeys. The increased focus on data-driven approaches is driven by digital transformation initiatives and the need for more precise marketing spends. As analytic tools become more accessible, companies are leveraging AI to refine attribution and improve ROI.
The reliance on analytics platforms is evident, with users spending an average of 16 hours per month analyzing data. While last-click attribution still holds a 40% market share, its dominance diminishes as organizations recognize the benefits of multi-touch and AI-powered models. Overall, Armenia’s digital marketing landscape is maturing, with data-driven insights leading to more effective campaigns and higher returns on investment.