In a prospect’s path to reach a customer, they often have to engage in numerous digital touchpoints—social media posts, paid advertisements, email promotions, blog posts, webinars, and eBooks to name a few. So, how can marketers better understand where to invest their budgets if they can’t be sure which marketing channel to attribute success or failure to? Fortunately, the answer to this problem lays with marketing attribution solutions.
Attribution models help determine a consistent way to assign credit for sales to the various touchpoints in a customer’s path to conversion. Also, attribution models don’t just give marketers credit for the sake of credit—they also help assess the effectiveness of various campaigns and channels. Marketing attribution enables marketers to optimize their strategies and allocate budget and resources to the channels that generate the most conversions. A common and very simple one is the last click attribution model, which gives credit for a purchase to whatever marketing element a customer last interacted with. However, the modern customer journey is not linear and therefore first-click or last-click attribution models fail to provide an accurate representation of what the
customer journey is really like. This is why multi-touch attribution models are more suited to provide a more accurate representation of attribution.
At this juncture, there are a wide variety of solution and service providers entering the industry with a set of advanced marketing attribution solution offerings. To help companies navigate through the best-of-breed marketing attribution vendors, MarTech Outlook has compiled a list of ‘Top 10 Marketing Attribution Solution and Service Providers– 2020.’ The enlisted organizations offer solutions and services that help businesses on the right path to more efficient marketing and higher conversion rates. Besides, the magazine also comprises insights from thought leaders in the sector on the industry trends, best practices, recent innovations, and their advice for the aspiring CIOs.
We present to you MarTech Outlook’s, “ Top 10 Marketing Attribution Consulting/Service Companies - 2020.”