Marketers use an array of tools to manage their data and campaigns, including analytics applications, customer relationship management (CRM) software, marketing automation solutions, data management platforms (DMPs), and more. In fact, on average, marketers use more than 12 different tools for campaign management, and some use more than 30.
Site-side (a.k.a. client-side) analytics applications like Google or Adobe Analytics, which are used to track, analyze and report on web-based performance data, are often part of the marketing stack. However, many marketers feel there is still a gap when it comes to optimizing paid, owned and earned media and marketing campaigns across channels and devices. Multi-touch attribution (MTA) solutions fill this gap by providing marketers with a de-duplicated, cross-channel view of the consumer journey at the user-level, and optimized media plan predictions.
The idea of implementing marketing attribution may seem like a big step; one of the biggest barriers to MTA implementations, in fact, is the status quo. However, relying on a site-side tool for attribution could be resulting in missed optimization opportunities and wasted media spend. Download our Solution Brief to find out why.