The pressure on marketers to justify their expenditures is stronger than ever, in part because COVID-19 has dramatically impacted all businesses, and because technology has made it possible to tie spending to revenues. At the same time, marketers are dealing with an ever-growing number of channels and devices where they can engage with their customers and prospects.
Buyers increasingly expect their interactions with brands to be consistent no matter what device they're using, according to a Salesforce survey of 15,000 consumers and business buyers. They're also likely to switch from one device to another when they're researching and making a purchase.
Marketing attribution and predictive analytics tools aim to address all of these marketing challenges by providing accountability across all online and offline channels, often enabling marketers to drive more revenue from the same spend or reduce budget while obtaining the same results.
Download MarTech's "Enterprise Marketing Attribution and Predictive Analytics" report to learn more about attribution and predictive analytics, and the tools available to help you get started.
