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1、MARTECH INTELLIGENCE REPORTF I R S T E D I T I O NENTERPRISEMARKETINGATTRIBUTION AND PREDICTIVEANALYTICS TOOLS:A MARKETERS GUIDEAchieve Increased ROAS Fast Review Return on Ad Spend(ROAS)to quickly compare channel performance independent of media weight Find opportunities to reduce wasted ad spend R

2、e-balance existing budgets across channels that work the bestDiscover Insights to Reduce CAC and Increase LTV Calculate Customer Acquisition Cost(CAC)using a bottoms-up approach See trends in CAC over time periods Monitor Lifetime Value(LTV)and see which programs make a differenceLeadsRx is a softwa

3、re platform used by enterprise marketers and agencies as the foundation of performance-based measurement.Impartial multi-touch attribution and customer journey analytics give brands the confidence to make better marketing decisions.Identify Cross-Channel Paths to Purchase View individual paths to pu

4、rchase to understand how consumers interact with marketing and content Monitor costs and revenue at the individual customer level Unify journeys across browsers,apps,and devices with built-in identity resolutionCheck out the Marketing Attribution Starter KImpartial Analytics to Measure and Improve M

5、arketing Performance 2021 Third Door Media,Inc.https:/martech.org 1 MARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideTable of ContentsScope and methodology.2Overview.3Budget constraints.3Figure 1:How the pandemic is impacting the need to pr

6、ove ad effectiveness.4More devices,more channels,more everything.4Figure 2:How radio advertising and television ads complement each other.5Point solutions vs all-encompassing platforms.5Figure 3:Marketers place importance on data transparency and portability.6Privacy and the deprecation of cookies.6

7、Marketing Attribution&Predictive Analytics Platform Capabilities.7Types of media measured.7AI-driven speech analytics.7Attribution models employed.7Reports and visualizations.8Integrations.8Data modeling and analysis.8Relationships with“walled gardens”and other data providers.8Machine learning and a

8、rtificial intelligence.8Orchestration capabilities.8Choosing a Marketing Attribution&Predictive Analytics platform.9The benefits of using a Marketing Attribution&Predictive Analytics platform.9Pricing.9Recommended steps to making aninformed purchase.10Step One:Do you need a marketing attribution and

9、 predictive analytics tool?.10Step Two:Identify and contact appropriate vendors.10Step Three:Scheduling the demo.11Step Four:Check references,negotiate a contract.12Conclusion.13Vendor profiles.14Full Circle Insights.14Keen Decision Systems.16LeadsRx.19Marketing Evolution,Inc.21MRP.23Neustar.26Niels

10、en.28Salesforce Datorama.31MARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers Guide 2021 Third Door Media,Inc.https:/martech.org 2 Scope and methodologyThis report examines the current market for enterprise marketing attribution and predictive ana

11、lytics tools,and the considerations involved in implementing this software.It addresses the following questions:What factors are driving the adoption of marketing attribution and predictive analytics tools?What capabilities do marketing attribution and predictive analytics tools provide?Does my comp

12、any need a marketing attribution and predictive analytics platform?Who are the leading players in marketing attribution and predictive analytics?How do I evaluate which platform is best for my business?If you are considering licensing a marketing attribution and predictive analytics platform,this re

13、port will help you decide whether or not you need to.The report is wholly new and includes the latest industry statistics,developing market trends,new vendor profiles and product updates.For the purposes of this report,a marketing attribution and predictive analytics platform is defined as follows:S

14、oftware that employs sophisticated statistical modeling and machine learning to evaluate the impact of each marketing touch a buyer encounters along a purchase journey across all channels,with the goal of helping marketers allocate future spend.Platforms with the predictive analytics component also

15、use data,statistical algorithms and machine learning to predict future outcomes based on historical data and scenario building.The vendors profiled in this report represent some of the choices available for marketing attribution and predictive analytics platforms;they are not a comprehensive list of

16、 vendors in the category.This report is not a recommendation of any marketing platform or company and is not meant to be an endorsement of any particular product,service or vendor.This report was prepared by conducting in-depth interviews with leading vendors and industry experts in January of 2021.

17、These,in addition to third-party research,form the basis for this report.Editorial Advisor:Kim Davis,Editorial Director of MarTech TodayWriter,Editor and Analyst:Pamela Parker,Research Director,Third Door Media Stop defending your decisions and start validating them.Traditional marketing mix analysi

18、s is simply a report card that puts you in a position of constantly defending the value of your marketing spend.Keen empowers your next decision and validates your investment by re-focusing on forward-looking,predictive analytics that continuously adapt to the factors you can control and the ones th

19、at you cant.The bottom line?Our system works for you,not the other way around.Make us prove it.Learn how we helped the Eckrich marketing team pull out strong revenue growth in the face of a 36%budget reduction.DOWNLOAD CASE STUDY 2021 Third Door Media,Inc.https:/martech.org 3 MARTECH INTELLIGENCE RE

20、PORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideOverviewMarketers have always railed against the idea that it is impossible to tell whether,and what part of,their spending drives sales.Even when everything was analog,Nielsen set-top boxes and Arbitron radio diar

21、ies-panel and survey data-provided insight.The dawn of digital media promised a brighter future,where we eventually could look at every sale and determine which touchpoints were effective at delivering ROI and which were wasted spend.Its not nearly as simple or straightforward as it sounds,but were

22、getting closer these days,even taking into account the deprecation of cookies and stronger privacy regulations.Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are currently blowing.But when budgets are tight,as they are now with the

23、economic uncertainty brought about by the COVID-19 pandemic,the prospect of eliminating waste is especially resonant.While attribution-the practice of assigning weight to every touchpoint in a marketing campaign based upon its contribution to revenues-is not new,the breadth and scope of available ma

24、rketing attribution tools today are much greater than we could have imagined just a few years ago.Additionally,machine learning and sophisticated algorithms have advanced to enable the synthesis of data of a wide range of types and from myriad sources.Even better,some tools can now glean insights fr

25、om the data to predict possible future outcomes and suggest next steps.In this report,well look at the market forces impacting marketing attribution and predictive analytics solutions,describe the vendor landscape,examine the feature sets marketers can expect when evaluating such tools and advise on

26、 how to move your decision-making forward.Budget constraintsThe pressure on marketers to justify their expenditures is stronger than ever,in part because COVID-19 has dramatically impacted all businesses,and also because technology has made it possible to tie spending to revenues in many cases.A sur

27、vey of 200 marketers and agencies conducted by The Trade Desk in September 2020 found 84 percent of marketers facing new pressure to prove the effectiveness of their campaigns,while 50 percent say longstanding marketing KPIs are being challenged.The dawn of digital media promised a brighter future,w

28、here we eventually could look at every sale and determine which touchpoints were effective at delivering ROI and which were wasted spend.2021 Third Door Media,Inc.https:/martech.org 4 MARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideFigure

29、1:How the pandemic is impacting the need to prove ad effectiveness84 percent of marketers say theyre under new pressure to show campaign efficacy,while 50 percent say long-standing marketing KPIs are being challenged.36%48%14%2%About the same pressureLess pressureMore pressureMore pressure than ever

30、0%40%80%43%50%80%Ive had to justify investments/expenses that were never questioned beforeThe Marketing KPIs I have been using for years are now being challengedMy planning or budgeting process has been impacted significantly by COVIDQ:Thinking about the ongoing effects of the last 6 months,how did

31、the onset of the pandemic change the amount of pressure youve been under to prove the effectiveness of your advertising spend?Q:Thinking of how your planning/budgeting process has been impacted since the pandemic,which of the following statements is most accurate?Source:Measuring Success in Digital

32、Advertising:2020 Report,The Trade DeskMore devices,more channels,more everything 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,and research shows that advertising on multiple channels is more effect

33、ive.LOral Nordics found that Instagram and Facebook ads,when paired with a TV buy,lifted ad recall by 12 points among its target audience of 18-to 34-year-olds.The social media elements also resulted in 22.6%incremental reach over TV.Even traditional media are known to reinforce one another.In resea

34、rch released in 2018,Nielsen learned that people who heard a radio ad in addition to a TV spot from the same campaign had 35%higher awareness of the TV commercial,versus those who only saw the ad on TV.Even traditional media are known to reinforce one another.In research released in 2018,Nielsen lea

35、rned that people who heard a radio ad in addition to a TV spot from the same campaign,had 35%higher awareness of the TV commercial,versus those who only saw the ad on TV.2021 Third Door Media,Inc.https:/martech.org 5 MARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analyti

36、cs Tools:A Marketers GuideFigure 2:How radio advertising and television ads complement each other4%Weekday(M-F)Media Usage:P-18-49 Q4 2017DVRLIVE TVRADIOShare of Average Audience44%56%3%36%64%4%39%61%6%43%57%6%45%55%6%45%55%6%43%57%7%45%55%7%44%56%7%44%56%7%46%54%8%51%49%10%63%37%13%74%26%15%81%19%1

37、7%85%15%18%88%12%17%6A7A8A9A10A 11A12P1P2P3P4P5P6P7P8P9P10P11P90%10%Source:Nielsen NPower,Q4 2017 Live TV Average Audience/Nielsen FA 2017 NRD for AQH Persons 18-49Additionally,buyers increasingly expect their interactions with brands to be consistent no matter what device theyre using,according to

38、a Salesforce survey of 15,000 consumers and business buyers.Theyre also likely to switch from one device to another when theyre researching and making a purchase.Both of these phenomena mean its important for brands to coordinate their campaigns across multiple channels,and understand the role each

39、touchpoint plays in moving someone closer to a purchase decision.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

40、 or reduce budget while obtaining the same results.In analyzing the differences between what it dubs as“Genius”brands versus others,Gartner notes that these leaders use big data and analytics solutions,like marketing attribution and predictive analytics tools,to overcome the challenges of a complex

41、marketing ecosystem involving myriad martech tools.“With Genius and Gifted brands pursuing complex omnichannel strategies,higher performance comes from the translation of large volumes of data into actionable insight,”the report notes,describing these data science tools as generating“insights for se

42、gmentation,targeting and personalization.”These tools can also“navigate the increasingly higher walls of the walled gardens,”says the Gartner presentation titled Marketing Technology Drivers of Genius Brand Performance.Point solutions vs all-encompassing platformsWhile many digital platforms and med

43、ia sellers offer their own attribution metrics,these are largely cases of players grading their own homework.Not only do these point solutions not provide the big picture to marketers,theyre also not as trustworthy because they have a vested interest in reporting great things about their own offerin

44、gs.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.2021 Third

45、Door Media,Inc.https:/martech.org 6 MARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideWhat were looking at in this report are third-party tools-not tied to any particular medium or channel-that can ingest data from every element of a campaig

46、n and piece it together to give marketers insights and predictions to apply to future campaigns.Some of these players,like Nielsen,have a long history of helping marketers and media companies with measurement.This type of expertise is especially useful when imperfect or incomplete data,often from of

47、fline sources,requires the application of statistical modeling to yield meaningful information.Even with solely digital media,bringing in disparate data sources and normalizing them so that its possible to compare apples to apples is a formidable challenge,especially when you include walled-garden p

48、latforms like Facebook,Google,Amazon and Apple.These companies largely target ads to logged-in users,limiting the data advertisers are able to obtain about their campaigns and the users that interact with them.Advertisers and marketers,along with the martech vendors that serve them,must also cope wi

49、th regulatory and technological efforts to safeguard peoples privacy.Privacy and the deprecation of cookies Advertisers and marketers,along with the martech vendors that serve them,must also cope with regulatory and technological efforts to safeguard peoples privacy.Consumers growing awareness about

50、 how information about them is being collected and used online has resulted in a backlash.Governments have responded with privacy regulations like Europes General Data Privacy Regulation(GDPR)and Californias Consumer Privacy Act(CCPA),both of which govern the gathering and use of customer data.Tech

51、companies like Apple,which makes the Safari browser,along with other browser makers like Firefox and Google Chrome,are doing their part by deprecating third-party cookies-tracking files put on a users computer by companies other than the one operating the site theyre browsing.Since online advertisin

52、g since its inception has used cookies to enable analytics,along with ad targeting and tracking,transitioning to another methodology is something many vendors are currently grappling with.So-called black boxes,which dont allow marketers to export their data to other platforms,impact critical tools s

53、uch as measurement.Not importantNot very importantSomewhat importantVery important0%30%60%3%12%43%42%2%11%36%52%4%8%41%47%1%13%40%47%2%13%42%44%2%11%40%48%2%11%39%49%Q:How important are each of the following when it comes to effective measurement for advertising?Being able to use my preferred 3rd Pa

54、rty measurement providersBeing able to export my data across my marketing platformsObjectivity and transparent measurement(no black-box solutions)Cross-Channel AttributionMarketing Mix AnalyticsMedia Specific ROICross-Channel Reach and Frequency metricsFigure 3:Marketers place importance on data tra

55、nsparency and portabilitySource:Measuring Success in Digital Advertising:2020 Report,The Trade Desk 2021 Third Door Media,Inc.https:/martech.org 7 MARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideMarketing Attribution&Predictive Analytics P

56、latform CapabilitiesVirtually all of the vendors profiled in this report provide the following core capabilities:Ingest data from multiple marketing and communication channels(radio,TV,connected TV,phone,email,digital ads,website interactions,etc.)to capture information about customers and prospects

57、 interactions with a brand.Employ a variety of attribution models-single touch,fractional,algorithmic,etc.-that users can choose from based on their own business category and goals.Provide reports,including visualizations,that help marketers understand which marketing activities performed better,and

58、 why some were more effective than others.Users should be able to input their key performance indicators to enable the system to judge based on what is important to the brand.Integrate with a variety of martech and ad tech software,including CRM,marketing automation,customer service software,ad serv

59、ers,demand-side platforms and the like.Vendors differentiate by offering more advanced capabilities that include,but are not limited to,the following:Sophisticated data modeling that allows for the amalgamation of multiple different models and types of data into a unified whole that provides actiona

60、ble insights.Relationships with so-called walled gardens and other data providers that allow for the augmentation of existing profiles and campaign metrics.Machine learning and artificial intelligence capabilities that analyze historical or incoming data and proactively offer suggestions for future

61、campaigns or for modifying ongoing campaigns in real time.Orchestration capabilities that let marketers act on the analyses by tweaking targeting,creative or other elements based on their conclusions.The following section discusses these features and the key considerations involved in choosing a mar

62、keting attribution and predictive analytics solution.Types of media measuredWhile all of the vendors offering marketing attribution and predictive analytics solutions are able to ingest data from a variety of online and offline sources,each will have their own integrations-these will likely differ i

63、n terms of frequency of updates,reliability and depth and breadth of data ingested.Additionally,vendors may have specialized expertise in certain verticals or marketing channels.Attribution models employedTo be able to integrate and understand data across multiple channels,vendors typically employ a

64、 variety of models beyond traditional first-touch,last-touch or weighted attribution.The more different types of data the solution ingests,the more sophisticated their modeling must be to provide an accurate overview of whats happening in marketing campaigns.While all of the vendors offering marketi

65、ng attribution and predictive analytics solutions are able to ingest data from a variety of online and offline sources,each will have their own integrations-these will likely differ in terms of frequency of updates,reliability and depth and breadth of data ingested.2021 Third Door Media,Inc.https:/m

66、artech.org 8 MARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideReports and visualizationsVendors should offer highly-customizable reports and visualizations that allow marketers to understand the impacts of,and the relationships between,thei

67、r different marketing touchpoints.Since this data is as complex as the campaigns themselves,synthesizing this information into easy-to-understand visualizations is a big challenge,and how vendors deal with this hurdle says a lot about the ultimate utility of their platform.IntegrationsFor vendors in

68、 the marketing attribution and predictive analytics space,integrations are critically important and are some of the main drivers of the products value.Besides integrations with various ad tech and martech platforms within an organization,these systems link up to bring in media consumption data acros

69、s websites,social media platforms and traditional media sources.Data modeling and analysisMany of the vendors in this space have developed their own proprietary“unified”models that allow them to synthesize the different types of data gathered from marketing initiatives.While deterministic data-actua

70、l behavioral information that may be tied to an individual profile-is considered to be the most accurate,there are cases in which that level of granularity isnt available,and others where merging profiles will speed up the analysis time without negatively impacting results.Relationships with“walled

71、gardens”and other data providersBesides the deprecation of cookies on the web,one of the biggest challenges marketers face these days is a lack of visibility into so-called walled gardens like Facebook,Google,Apple and Amazon,each of which gather data tied to a user account in a closed system.To com

72、bat this,and to add additional data points that yield insights,vendors forge relationships with these publishers and providers,strengthening their offering overall.Machine learning and artificial intelligence The more sophisticated vendors apply machine learning and artificial intelligence to their

73、analysis to arrive at insights into marketing effectiveness,and some are beginning to focus on automatically delivering suggestions for next-best actions.Orchestration capabilitiesThe intent of gathering and analyzing all of these sources of data is to allow a marketer to make decisions about their

74、strategy and tactics going forward.So it makes sense that many platforms integrate with DSPs,email marketing tools and other execution systems,allowing marketers to manually,or even automatically,act upon that information-sometimes in nearly real time.Besides the deprecation of cookies on the web,on

75、e of the biggest challenges marketers face these days is a lack of visibility into so-called walled gardens like Facebook,Google,Apple and Amazon,each of which gather data tied to a user account in a closed system.2021 Third Door Media,Inc.https:/martech.org 9 MARTECH INTELLIGENCE REPORT:Enterprise

76、Marketing Attribution and Predictive Analytics Tools:A Marketers GuideChoosing a Marketing Attribution&Predictive Analytics platformThe benefits of using a Marketing Attribution&Predictive Analytics platformMarketing executives today are under increasing pressure to prove the ROI of their marketing

77、activities,at the same time as channels and devices are expanding,customer expectations are higher than ever and privacy concerns are limiting and restricting access to data.Adopting a marketing attribution and predictive analytics platform can address some of these issues by providing benefits like

78、 the following:A big-picture view of your marketing efforts.Rather than operating in silos and running your email marketing completely separately from your social media,your event marketing,your print advertising etc.,you can feed data about all of your efforts into a single system and make a more h

79、olistic assessment of each elements effectiveness.Accelerating time to insights and next-best action.Marketing attribution and predictive analytics tools are continually gathering data about customer and prospect behavior as they interact with marketing messages,allowing marketers to more quickly id

80、entify changes that need to be made in terms of audiences,inventory allocation across publishers,creative optimizations,etc.Speeding the process of acting on insights.Many marketing attribution and predictive analytics tools are tied directly to DSPs and bid management tools,allowing users to set in

81、 motion the decisions theyve made based upon the performance analysis.Reporting to help justify marketing decisions and potentially save money.Marketers are more than ever under pressure to prove that their expenditures are having a positive impact on the bottom line.These solutions can help provide

82、 the information the C-suite is looking for.Other potential benefits include cost savings enabled by identifying wasted spend and better ROI gained by redirecting budget from ineffective programs to those where theres unexploited opportunity.Ability to future-proof data loss.The rise of consumer pri

83、vacy in the eyes of regulators and technology companies is already impacting marketers ability to measure their activities.Partnering with a marketing attribution and predictive analytics provider allows you to let these vendors-which have long been grappling with this issue and depend on its resolu

84、tion for their survival-take care of this problem on your behalf.PricingMost marketing attribution and predictive analytics providers offer SaaS-based pricing models based on factors such as number of channels integrated,geographies,additional data feeds,the amount of media spend and the number of a

85、ccounts monitored(for ABM-oriented B2B providers).Vendors profiled in this report cited typical annual costs ranging anywhere from$25,000 to multiple millions of dollars.Notably,this doesnt include any internal costs of onboarding a new provider,revamping processes,employee training,etc.Rather than

86、operating in silos and running your email marketing completely separately from your social media,your event marketing,your print advertising etc.,you can feed data about all of your efforts into a single system and make a more holistic assessment of each elements effectiveness.2021 Third Door Media,

87、Inc.https:/martech.org 10 MARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideRecommended steps to making an informed purchaseUnderstanding your current marketing processes,knowing how to measure success and being able to identify where you ar

88、e looking for improvements,are all critical pieces of the decision-making process.The following section outlines four steps to help your organization begin that process and choose the solution that is the right fit for your business needs and goals.Step One:Do you need a marketing attribution and pr

89、edictive analytics tool?Deciding whether or not your company needs a marketing attribution and predictive analytics tool calls for the same evaluative steps involved in any software adoption,including a comprehensive self-assessment of your organizations business needs,staff capabilities,management

90、support and financial resources.Use the following questions to help you reach a conclusion.How do we currently manage our marketing campaigns?How many and what martech and ad tech systems are employed in executing campaigns?Is one the“master”or dominant system?Are they tied together in any way?How m

91、any and what channels do we typically deploy campaigns on?Depending on the complexity of your campaigns and the length of the typical purchase cycle youre measuring,you may not need the advanced capabilities offered by a dedicated marketing attribution and predictive analytics solution.How do we cur

92、rently analyze success?Is there a central analytics solution?How flexible is the system?Are we able to arrive at insights that are actionable?How would we use a marketing attribution and predictive analytics platform?What are the first problems that we would use it to solve?Is your organization read

93、y for a marketing attribution and predictive analytics platform?Do you have the staffing to use the tool to its full capacity or would you need to hire a data analyst or train an existing employee?How will we define and benchmark the success of a marketing attribution and predictive analytics system

94、?Do we have management buy-in?Youll be much more successful with a new tool if you have an ally in the C-suite who can advocate for you and advise on rolling it out across the company.What is the total cost of ownership?Be sure to consider things like adding staff,training existing staff,any develop

95、ment costs for the integration.Step Two:Identify and contact appropriate vendorsOnce you have determined that a marketing attribution and predictive analytics system makes sense for your business,spend time researching individual vendors and their capabilities by doing the following:1.Inventory all

96、of your organizations ad tech and martech applications and speak with your media buyers and data analysts to ensure they weigh in on what channels you want to prioritize when seeking a partner?2.Take your inventory and then do some research.Speak to your marketing peers at virtual events and in disc

97、ussion forums to find out who is using which marketing attribution and predictive analytics vendor and why.(Many of the vendors profiled in this report also provide whitepapers and interactive tools that can help.)Deciding whether or not your company needs a marketing attribution and predictive anal

98、ytics tool calls for the same evaluative steps involved in any software adoption,including a comprehensive self-assessment of your organizations business needs,staff capabilities,management support and financial resources.2021 Third Door Media,Inc.https:/martech.org 11 MARTECH INTELLIGENCE REPORT:En

99、terprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideWhen written properly,an RFP will facilitate the sales process and ensure that everyone involved on both sides comes to a shared understanding of the purpose,requirements,scope and structure of the intended purchase.3.Nar

100、row your list down to those vendors that meet your criteria.Submit your list of the capabilities youve identified and set a timeframe for them to reply.4.Decide whether or not you need to engage in a formal RFI/RFP process.This is an individual preference.However,be sure to give the same list of int

101、egrations to each vendor to facilitate comparison.The most effective RFPs only request relevant information and provide ample information about your business and its needs.It should reflect high-level strategic goals and KPIs.For example,mention your companys most important KPIs and how you will eva

102、luate the success of your implementation.Include details about timelines and the existing ecosystem of martech applications you have deployed.When written properly,an RFP will facilitate the sales process and ensure that everyone involved on both sides comes to a shared understanding of the purpose,

103、requirements,scope and structure of the intended purchase.From the RFP responses,you should be able to narrow your list down to three or four solutions that youll want to demo.Step Three:Scheduling the demoSet up demos within a relatively short time frame of each other to help make relevant comparis

104、ons.Make sure that all potential internal users are on the demo call,and pay attention to the following:How easy is the platform to use?Does the vendor seem to understand our business and our marketing needs?Are they showing us our“must-have”features?Questions to ask each vendor include:4 What platf

105、orm hosting options are available(SaaS/cloud/on premise)?4 What are my options in terms of attribution modeling?Is there a set-in-stone pre-set formula or can I customize it based on my own priorities?4 How do clients typically staff and manage the day-to-day operations of the tool?Do I need dedicat

106、ed data scientists,or what level of expertise is needed to get the full benefit of the system?4 What different kinds of data are available for integration and for appending?Does the vendor specialize in a particular channel,vertical or campaign objective?4 How does the platform ingest and manage off

107、line marketing data?4 How does the platform monitor integration success and/or failures,and report on data variances or anomalies?4 How does the platform handle connectors and integrations with outside martech systems?Are your“must have”integrations rock solid?4 What is the systems approach to integ

108、rating with the specific martech and ad tech systems that your company uses?Just because a connector exists doesnt mean it will necessarily work for your organization and how you use that third-party platform.4 How does the platform employ machine learning for data analytics,such as predicting custo

109、mer trends and patterns?4 Does the platform connect directly with execution systems so that you can quickly act on insights to tweak in-flight campaigns?4 What data security regulations does the platform comply with?4 What data security certifications does the platform have?4 Can we pay the software

110、 license month-to-month?Or is an annual contract required?Is there a short-term contract or an“out”clause if things dont work out?2021 Third Door Media,Inc.https:/martech.org 12 MARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers Guide4 Will there

111、be a price increase when I renew next year-if so,how much?4 What are the additional fees?(i.e.,set-up costs,add-on features,API,quotas)?4 How long is the onboarding process typically?Will we have a dedicated resource?Who will be the day-to-day contact?4 What is the level of support included in the p

112、rice?What support is additional?4 Who pays if your system/team makes an error?4 Will our support team work with us to test new features and assess the results?Step Four:Check references,negotiate a contractBefore deciding on a particular vendor,take the time to speak with several customer references

113、,preferably individuals in a business similar to yours.The vendor should be able to supply you with several references if you cannot identify customers yourself.Use this opportunity to ask any additional questions,and to find out more about any questions that werent answered during the demo.Make sur

114、e that the person youve been referred to is a primary platform user and is utilizing the features that your organization cares about.Consider also asking these basic questions:4 Why did you move to a marketing attribution and predictive analytics platform?4 Why did you select this platform over othe

115、rs?4 Has this platform lived up to your expectations?4 How long did the platform take to implement?4 Who was involved in the implementation?4 Are you also using additional tools for data governance,analytics or reporting?4 Were there any surprises that you wish youd known about beforehand?4 Where ha

116、ve you seen the most success?The biggest challenges?4 How are you measuring your own success?How easy was the set-up process and how long?Did the vendor help?4 How responsive is customer service?4 Has there been any down time?4 What is the most useful,actionable(favorite)report the tool generates?4

117、What do you wish they did differently?4 Why would you recommend this platform?Although not all vendors require an annual contract,many do.Before you jump into such a commitment,you may want to raise the possibility of a paid proof-of-concept-a sort of trial run-with your vendor of choice.This is esp

118、ecially useful when there are uncertainties that cant be resolved through demonstrations or conversations with references.In this scenario,youd execute on one or two important use cases that address these issues.A successful trial will go a long way to settling any lingering doubts within your organ

119、ization,while a failure will enable you to cut your losses without being stuck with a long-term contract.Once youve selected a vendor,be sure to get in writing a list of what technology and support are covered in the contract.Ask about what kinds of additional fees might come up,such as:4 Are there

120、charges for custom integrations or API access?If so,how much?4 What is the hourly charge for engineering services,and is there a minimum?4 What partner organizations are available to install and integrate the tool?4 If we need to train a new hire mid-year,what will that cost?4 What performance level

121、s do you guarantee(response time,availability,problem resolution,accuracy,etc.)and what happens if you dont meet them?4 What is the“out”clause?Although not all vendors require an annual contract,many do.Before you jump into such a commitment,you may want to raise the possibility of a paid proof-of-c

122、oncept-a sort of trial run-with your vendor of choice.2021 Third Door Media,Inc.https:/martech.org 13 MARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideConclusionWith marketers facing increasing pressure to demonstrate the value of the budge

123、t theyre allocated for programs,marketing attribution and predictive analytics solutions are tailor made for proving how tactics and media channels contribute to the bottom line.Using sophisticated proprietary algorithms to blend different types of data,these platforms can provide marketers with val

124、uable insights into how to better allocate their resources.Additionally,these vendors are on the front lines of dealing with changes to privacy regulations and technology shifts,so they are building solutions with the strength to weather a cookie-less future where users are in control of their own d

125、ata.In cases where the so-called walled garden companies(Facebook,Google,Apple and Amazon)are in possession of the data marketers need to evaluate efficacy,marketing attribution and predictive analytics companies often have forged relationships to help their clients penetrate these closed systems.Th

126、ese solutions arent inexpensive,however,and if your business isnt spending considerable dollars in both digital and traditional marketing channels,you may not realize the amount of savings or additional return that you need to justify the cost of the technology.nV20210514-1 2021 Third Door Media,Inc

127、.https:/martech.org 14 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideTarget customerCMOs,growth and demand generation executives and marketing operations executives within B2B companies.Company overview 25 Employees.Founde

128、d in 2010 by former Salesforce executives,CRM implementation veterans and marketing automation specialists.Closed Series B funding in 2018.Full Circle Insights delivers sales and marketing performance management solutions to optimize a companys marketing mix and drive more revenue.The company offers

129、 multi-touch attribution,comprehensive funnel metrics and lead management technology.Built 100%on the Salesforce platform,Full Circle Insights products complement leading marketing automation solutions.Core products include:Full Circle Response Management with Funnel Metrics.Full Circle Campaign Att

130、ribution.Full Circle Matchmaker.Full Circle Digital Source Tracker.Product overviewFull Circle Insights Campaign Attribution product helps marketers optimize their marketing mix and pinpoint which campaigns generate pipeline and revenue results.Built-in customizable multi-touch attribution models al

131、low marketers to get comprehensive attribution metrics across all their data.Use casesProvides companies with weighted influence models to help businesses understand impacts on revenue based on a companys unique data.It is native within Salesforce,so companies can drill further down into the data.He

132、lps marketers better understand the impact of their campaigns and then align their activities better with sales while focusing squarely on revenue growth.Attribution models supportedFlexible with unlimited attribution modeling capabilities.Supports the complete range of typical models such as first

133、touch,last touch,tipping point,even spread,U-shaped,W-shaped,time decay,custom position,and custom factors,Full Circle customers can combine models and invent new ones using any field in Salesforce to build custom models that meet the attribution requirements of sophisticated customers.Media support

134、edAll marketing channels,both on-and off-line,are supported including digital marketing,email campaigns,tradeshows,webinars,syndicated content,social campaigns and more.The data is collected in Salesforce automatically from martech systems with all reports and dashboards operating in near real-time.

135、Full Circle Insights63 Bovet Road,Suite 154San Mateo,CA 94402T:650-641-Key customers Integrate TripActions OktaKey executives Bonnie Crater,Co-Founder,President&CEO Dan Appleman,Co-Founder&Chief Technology Officer Rochelle Richelieu,Vice President,Customer Success Bob Teplitsky,Vice President,Engine

136、ering 2021 Third Door Media,Inc.https:/martech.org 15 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuidePrivacy and cookiesFull Circle is fully GDPR compliant.Leverages the individual object to allow customers full control of

137、personally identifiable information.Full Circle leverages UTM parameters to track the results of digital campaigns through its Digital Source Tracker offering.Scenario planning/optimizationFull Circle reports on the current and historical state of a companys marketing results.By reviewing marketing

138、results trend reports and dashboards,marketers can identify campaigns that are impacting revenue,pipeline and deal velocity,and reallocate funds to those programs.Customers have the choice and flexibility of optimizing around top-of-the-funnel metrics,bottom-of-the-funnel metrics or other important

139、influence metrics.Marketers can also slice and dice the data by key Salesforce fields to identify best and worst-performing campaigns by industry,company size,region,or any other relevant Salesforce field.Predictive analyticsMarketers can use trending reports to identify:Audiences that are driving m

140、ore revenue.Faster-to-close campaigns.Larger deal sizes.Better conversion rates.New audiences that are growing and trending over time.Audiences are defined by any key fields in Salesforce such as account,region,contact title and other profile data.Third-party integrationsFull Circle products are bui

141、lt on the Salesforce Platform and leverage the Salesforce APIs for pulling and pushing data from and into other systems.Nearly every important B2B martech,salestech and other SasS offerings has an integration with Salesforce.Distinguishing characteristicsMarketing teams can still use leading marketi

142、ng automation solutions,key martech offerings,and internal business processes,but when all the data flows into Salesforce,Full Circle provides provide a single source of truth about marketing results.This enables a closer collaboration between marketing and sales,which is necessary given the evoluti

143、on of the customer journey in the digital age.Pricing and support Annual contract is required.A free trial is available.Most customers purchase a suite of Full Circle Products that range from$25,000$100,000 per year.Full Circle offers a Basic Support package at no charge($0)including email and telep

144、hone support.Additional support includes:access to the self-service documentation library,case logging through an online portal,and responses within 24 hours for cases submitted Monday-Friday.Full Circle Plus Support($11,000 per year)offers additional services on top of Basic Support including:Train

145、ing:Two 90-minute training sessions per year.Named support contact.Quarterly account review.Full Circle Proactive Support($15,000 per year)includes all the benefits of Basic and Plus,along with:10 quarterly support hours.Quarterly retainer entitling you to 10 quarterly hours of expert support for te

146、chnical questions,data interpretation,etc.Personalized Marketo support.A quarterly proactive audit of the Full Circle Funnel Metrics system.A support representative analyzes system health reports,discovers emerging issues,and resolves them.Full Circle Insights63 Bovet Road,Suite 154San Mateo,CA 9440

147、2T:650-641- 2021 Third Door Media,Inc.https:/martech.org 16 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideTarget audienceConsumer brands whose marketers are responsible for multiple planning segments and who spend more tha

148、n$500K on marketing annually.Keen works with companies and brands across multiple industries including CPG,direct-to-consumer,food and beverage and financial services.Company overview Founded in 2010.50 employees.Keen has received two rounds of series A,venture-backed funding from Spring Mountain Ca

149、pital.Keen offers a next-generation marketing mix system,which provides historical performance measurement as well as predictive and prescriptive plans to optimize ongoing marketing-spend choices-across all channels and tied to financial outcomes.Keen is enabled by the agility,flexibility and speed

150、of machine learning.Keen is headquartered in Research Triangle Park,NC with remote employees around the United States.Product overviewKeens next-generation marketing mix system provides historical performance measurement and optimizes ongoing marketing spending choices across all channels.Use cases

151、Keens system delivers historical performance measurement and predictive and prescriptive assistance for marketers to optimize their spending choices across all channels and ties these investments to financial outcomes.Keen displaces the traditional marketing analytics,data science and consulting wor

152、k of current-day marketers and helps them in their decision-making process,revealing the best areas to invest by taking into account the external environment and market.Keens system is designed to guide decision-making,helping marketers make the next decision relative to their financial target while

153、 accounting for external factors(COVID,seasonality,competitive activity,etc.).The user can“war game”multiple investment scenarios at one time to understand the trade-offs and implications of different decisions,for example:Where would I invest(what tactics during what time period)to hit my revenue t

154、arget compared to the plan that would allow me to maximize long-term value for my brand?How would these plans change if I expect more competitive activity than I experienced last year?With each scenario,the system provides a weekly investment plan,corresponding sales and profit forecast and responsi

155、ve and risk curves by tactics.The models can then be updated as new information becomes available.The model coefficients will adjust based on new information so the user can compare actual results to the forecast with a full diagnostic of performance by model factor.This would include an understandi

156、ng of how ROIs have changed.In addition to optimizing single brands,the system can also optimize marketing across a portfolio of brands,geographies and distribution channels(i.e.,e-commerce vs.brick&mortar),for example:What is the optimal spend for brand A vs.brand B,accounting for interaction effec

157、ts?Keen Decision Systems700 Park Offices DriveResearch Triangle Park,NC,27709 T:(919)917-Key customersSmithfield FoodsYasso Greek Frozen YogurtChurch&Dwight Post Consumer BrandsJM SmuckerPerfect Snacks Key executivesGreg Dolan,Chief Executive Officer and Co-founderJohn Busbice,Chief Decision Science

158、 Officer and Co-founder Mike Althoff,Chief Operations Officer 2021 Third Door Media,Inc.https:/martech.org 17 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideAttribution models supported Keens system is not attribution-based

159、 in its methodology,rather it is designed to leverage all of the information available,using machine learning to incorporate additional data and gain experience over time.With a Bayesian regression technique,Keen leverages elasticities from its minimization of error entropy(MEE)algorithm as a starti

160、ng point.However,these elasticities can be adjusted with information from any brand-specific studies including multi-touch attribution,previous marketing mix,A/B testing and lift studies from non-digital channels.Keens system ingests the historical marketing activity and financial data,which“pushes

161、and pulls”the prior elasticity based on the data signal.Over time,new information can be appended to the system which,through machine learning,“teaches”the elasticities based on the new data patterns.This gives marketers the opportunity to analyze performance across different marketing tactics again

162、st the financial outcomes based on the latest information at any point in time.Media supported Keens algorithms leverage multiple sources of information,with the system updating as frequently as new data is available.The companys partnerships with Nielsen,NielsenIQ and IRI enable data to be pulled a

163、utomatically into its systems,including custom or syndicated POS data,TV GRP,etc.Keen also has a license agreement with Stitch Data,giving it a suite of continually expanding data connectors,that pull data daily from media such as Google Ads,Facebook,LinkedIn and more.Privacy and cookiesKeens system

164、 does not require the use of third-party cookies or personally identifiable information.Instead,its system leverages aggregated non-identifiable consumer information-such as engagement or clicks-from first-party cookies.Scenario planning/optimization Keens system allows marketers to create prescript

165、ive plans tied to both long-and short-term financial outcomes,enabling marketers to think about marketing as an investment rather than as a spend.Marketers can create prescriptive plans that acknowledge budget or inventory constraints in the business and explore whether trade-offs exist between inve

166、sting to hit revenue targets and investing to optimize total profit.Prescriptive recommendations are driven by an optimization routine that both forecasts revenue and solves for the highest total profit over both the short-and long-term.These recommendations go as far as specifying marketing investm

167、ent levels and timing for each marketing tactic and each week to achieve current and future business objectives.Predictive analytics Keens system continuously leverages new data to understand how marketing is performing while identifying opportunities for improvement.These opportunities can include

168、tactic mix,timing,messaging and audiences depending on how the model is built and based on the decision the marketer is looking to make.The system is updated as frequently as new data is available to deliver continuous new learnings as the system adapts to the latest information.Keens system support

169、s multiple business planning processes including ongoing tracking,early intervention and continuity in annual brand planning processes.Keen Decision Systems700 Park Offices DriveResearch Triangle Park,NC,27709 T:(919)917- 2021 Third Door Media,Inc.https:/martech.org 18 Vendor profilesMARTECH INTELLI

170、GENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideThird-party integrations Keens system offers a data-ingestion API,complete with developer documentation,that allows clients and/or their agencies to transfer bulk data into the system.The company also offer

171、s data connectors to major marketing platforms(i.e.Facebook Ads),databases(i.e.MySQL)and other sources(i.e.AWS s3)that allow a user to transfer data into the system directly from its source.Distinguishing characteristicsUnlike traditional marketing mix(MMM),which is focused on historical performance

172、 reporting,Keens focus is on continually improving marketing spending choices.Keens forward-looking models guide marketers to make more efficient and effective marketing spend choices.Pricing and support An annual contract is required.No free trial or pre-purchase testing.Keens annual subscription h

173、as two pricing tiers.For$45.5k per year,Keen offers an Essentials License.Essentials provides all the functionality of the system,but it limits the number of variables in the model.Keens Professional license is offered at$95.5k per year and includes unlimited variables.Both licenses include full cus

174、tomer support to include data integrations,implementation,training,model QC,interpretation services(historical analyses,scenario building,scenario interpretation)and model updates/actualization.Keens support team guides clients through onboarding in a few weeks.This team consists of the following:An

175、 implementation team to kickoff and project manage the client through the onboarding and implementation process;a client success team to walk clients through the platform and continuously develop action plans to drive value from the system;a decision support analyst to facilitate the data collection

176、 process,and an account manager to ensure full contract standards are met and can assist the client with any adapting scope to meet their needs.A dedicated and/or on-site client success manager can be added for an additional fee.Keen Decision Systems700 Park Offices DriveResearch Triangle Park,NC,27

177、709 T:(919)917- 2021 Third Door Media,Inc.https:/martech.org 19 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideTarget audience LeadsRx provides software and services to mid-market businesses and small enterprises that spend

178、 between$200,000 and approximately$1m per month on advertising.Typical industry segments include e-commerce,direct-to-consumer manufacturers,financial services and software technology vendors.Company overview 21 employees.Founded in 2015,LeadsRx was acquired by Unbounce in December 2021.LeadsRx prov

179、ides marketing analytics software and support services that help performance-based marketing teams allocate ad spend effectively.With a focus on being impartial,LeadsRx offers marketers a true and unbiased look at how advertising is performing across multiple mediums and throughout the entire sales

180、funnel.The company uses proprietary technology that captures anonymous customer journeys across devices and ad channels,then aggregates this data to present actionable insights.In addition to helping marketing teams at enterprise brands,LeadsRx also sells its software and services to marketing agenc

181、ies working with brands to improve advertising performance.Product overview LeadsRx Attribution is a multi-touch attribution solution that impartially connects the dots between paid advertising and organic channels to conversion points and revenue.The SaaS application offers an impartial view into t

182、he cost-effectiveness of each marketing touchpoint.In addition,LeadsRx Attribution captures anonymous paths to purchase across devices and marketing touchpoints.Use cases The primary use cases for LeadsRx include improving Return on Ad Spend(ROAS),reducing Customer Acquisition Costs(CAC)and increasi

183、ng customer Life Time Value(LTV).In addition,LeadsRx is used to map customer journeys so that marketers have greater intelligence about which marketing touchpoints influence prospects to become customers,which combination of touchpoints work well together and more.Attribution models supported First

184、touch Last touch Any touch(a measure of influence)Closer touch(used for direct response advertising)Linear multi-touch Weighted multi-touch(U-shaped model)Algorithmic multi-touchLeadsRx5200 S Macadam Ave Suite 310 Portland,OR Key customersDiray MediaRakuten AdvertisingiHeartMedia SummersaltRedwing S

185、hoesDKey executivesAJ Brown,Chief Executive Officer Jeff Keenan,SVP International Larry Todd,VP of Sales Dave Canelis,VP of Customer Success 2021 Third Door Media,Inc.https:/martech.org 20 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Ma

186、rketers GuideMedia supported LeadsRx is able to gather data from a large variety of media including:Digital ad impressions and clicks Broadcast television Terrestrial radio Satellite radio Podcasting Over-the-top(OTT)television Direct mail Live events Data is gathered live,in real-time,for most of t

187、he above.However,broadcast television and radio require spot-log data,which can be added live or after the fact.For direct mail and live events,data can be uploaded at the advertisers convenience.Cookies and privacy LeadsRx has a purpose-built identity graph that is native to LeadsRx.This allows the

188、 software to unify customer journeys across devices,browsers and apps using a variety of attribution-specific algorithms.The system has never relied on third-party cookies and offers advertisers the ability to use branded first-party cookies.Scenario planning and optimization LeadsRx includes a feat

189、ure for“conversion optimization,”which allows marketers to perform a“what if”analysis.In this planning scenario,marketers can propose budget changes and the system will predict how this would likely impact new conversion KPIs.This particular capability specifically addresses tactical,short-term opti

190、mizations.In addition,LeadsRx includes a Return on Ad Spend(ROAS)reporting system that shows how each advertising channel compares in a normalized(i.e.,media weight is removed)scenario.This allows long-term strategic planning of ad budgets to optimize revenue for the company.Predictive analytics Thi

191、s is not a capability of LeadsRx.Third-party integrations LeadsRx has native integrations with a number of other systems including Shopify,Salesforce,Pipedrive,InfusionSoft,Unbounce,Hubspot,Drift,Marketo,BigCommerce,WooCommerce,Facebook Ads,Google Ads,Bing Ads,AdRoll,Optimizely,Segment,Google Analyt

192、ics,LiveChat,CallRail,CallFire,AppsFlyer,Agent511,WordPress,and CallSource.A complete attribution API is also available that allows data and result extraction from LeadsRx to other reporting platforms such as NinjaCat,TapClicks,Domo,Tableau,Google Data Studio and more.Distinguishing characteristics

193、LeadsRx is known for its fast onboarding.Advertisers can typically set up the system in a matter of minutes and begin collecting data immediately.LeadsRx does not require that ads be re-tagged or resubmitted for approval as the system works out of the box with all ad platforms and tagging methodolog

194、ies.Pricing and support An annual contract is not required.A free trial or other pre-purchase testing is available.Prices for LeadsRx vary based on the amount of data collected from the advertisers website.This includes pageviews,conversions,spot logs(for broadcast advertisement)and ad impressions.P

195、ricing begins at$2,000 per month.LeadsRx provides each client with full onboarding assistance as well as ongoing support in understanding attribution and best practices.The company offers two different support options and is soon launching a managed service offering that provides greater assistance

196、in maintaining the system and analyzing results.LeadsRx5200 S Macadam Ave Suite 310 Portland,OR 2021 Third Door Media,Inc.https:/martech.org 21 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideTarget customerEnterprise market

197、ers across verticals.Typical customer spends at least$5M on paid media annually.Serves both U.S.and international customers.Company overview 90 Employees.Founded in 2013.Since 2017,Marketing Evolution has been funded in multiple rounds by seed and growth equity investors Zetta Venture Partners,Insig

198、ht Partners,and Energy Impact Partners.Marketing Evolution helps enterprise marketers get the most from their marketing spend through the companys marketing performance operations SaaS platform and its separate services.The company serves its customers by providing marketing and media performance me

199、asurement,attribution and optimization.In addition to its NYC headquarters,the company has offices in Sacramento and Australia.Product overviewMarketing Evolutions product platform is a closed-loop marketing performance system with three connected components:Data intake of asynchronous data into a n

200、ormalized data store.Machine learning to extract market response of media impressions by audience,tactic,and creative exposures.A sophisticated UI.The UI has modules including dashboard insights,media reporting(contribution,efficiency,and ROI),attribution reporting(touchpoint credit to conversions a

201、t the consumer id level),and media planning(scenario-based optimizations).Use casesEnterprise marketers across verticals use Marketing Evolution to understand marketing contribution to sales and brand KPIs(both cumulatively and incrementally),assess media tactic and creative performance across custo

202、m and standard audiences,evaluate the effectiveness and credit of touchpoints in paths to conversion,optimize media plans and course correct in flight and provide insights for spend and budget resource allocation across various ad platforms and channels during longer-range planning.Attribution model

203、s supportedMarketing Evolutions response modeling is built from a classic consumer utility maximization modeling bedrock,and uses consumer-level data throughout.Marketing Evolution resolves market response across omni-channel media in that single unified modeling environment.Its specific attribution

204、 component processes time-stamped impressions at the anonymized person ID level,over the course of the consumers conversion journey.It yields credit for each touchpoint accounting for decay.Marketing Evolution,Inc.122 E.42nd St.,44th FloorNew York,NY 10168T:(646)651-Key customers State Farm Insuranc

205、eCitiGroupLexusRegions BankOptus(AU)Key executives Dr.John Matthews Czuj,President and Chief Revenue OfficerDr.Michael Cohen,Chief Data and Technology OfficerMr.John Roberts,Chief Financial Officer 2021 Third Door Media,Inc.https:/martech.org 22 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise

206、Marketing Attribution and Predictive Analytics Tools:A Marketers GuideMedia supportedMarketing Evolutions data intake operates asynchronously and operates at the speed of each data source.Typical sources include companies CRM data,ad server log-level data,TV log data,person-level location data,panel

207、(brand)responses,demographic backbone data(e.g.Equifax),and aggregate media impressions data across varying levels of geography.Privacy and cookiesMarketing Evolutions platform is resilient to cookie deprecation as its algorithms accept both log-level and aggregate level data,while maintaining unbia

208、sed market response results in any transition.Marketing Evolution customers will stay evergreen in an environment of person-level and identity resolved data feeds either emerging or having a change in their detail or fidelity.It also means that feeds that are identity resolved,and those that are ref

209、lected in aggregate data attached to a demographic backbone,can be used together in a single model,and with reinforcement.Scenario planning/optimizationMarketing Evolutions technology offers a scenario-based capability to optimize media tactics and channels based on a variety of brand(e.g.funnel sta

210、ge or brand affiliation)and behavioral(e.g.web visits,or sales)KPIs.A planner can blend those KPIs by applying their own inputed weights to that blend,and can integrate a system of KPIs.By doing this,a customer can determine,in software,the connection of brand building-to-sales,and can scenario buil

211、d to balance and optimize for both long-term and short-term scenarios.Predictive analyticsMarketing Evolution reads out creative and media tactic effectiveness at the audience level.A marketer can see its white spaces vs.saturated audiences and understand the best tactics to penetrate that white spa

212、ce and those that they should dial down.Marketing Evolutions 2021 development plans include capabilities to identify new highly responsive audiences,and the tactics to address those audiences,inside of the software.Third-party integrationsMarketing Evolutions platform has a variety of APIs to custom

213、er environments and their agencies,including digital ad servers such as DCM,Flashtalking and AdForms.Its UI integrates with Tableau for dashboard building and insights visualizations.Embedded and commercially available data feeds include TV log level,location,and demographic backbone profile data se

214、tsDistinguishing characteristicsMarketing Evolution deploys a true unified modeling structure based on consumer data,rather than an after-the-fact amalgam of time-series aggregate techniques(MMM)and narrow channel systems(MTA).This happens across purchase funnel KPIs,attitudinal and behavioral,inclu

215、ding their system-wide inter-connection and optimization.Pricing and support Annual contract required.Free trial is available.Implementations vary widely across media spend,data feeds,lines of business scope,breadth of KPIs,and service levels.Monthly combined software and service subscriptions range

216、 from$20,000 to$100,000.Data management environment maintenance and support,once the system is configured and implemented,is embedded in the software subscription.Professional and consultative services are offered at various levels of managed services,including,for instance,monthly or quarterly busi

217、ness reviews at various executive levels.Marketing Evolution,Inc.122 E.42nd St.,44th FloorNew York,NY 10168T:(646)651- 2021 Third Door Media,Inc.https:/martech.org 23 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideTarget cu

218、stomer Enterprises in technology,finance,healthcare and manufacturing.Company overview 700 Employees.Founded in 2002.MRP is a subsidiary of First Derivatives,PLC,a publicly traded company MRP Prelytix is an enterprise-class predictive ABM platform.For organizations that serve multiple partners,lines

219、 of business,geographies,or industries,MRP Prelytix empowers sales and marketing teams to simplify their environments complexity and produce measurable and high-performance conversion,pipeline velocity,and closed revenue.MRP has 11 global offices,with execution across 100 countries in over 20 langua

220、ges.These include major offices in the U.S.(Philadelphia),EU(Belfast,Dublin&London),LATAM(Managua)and APAC(Singapore&Sydney).Product overviewMRP Prelytix is designed to shorten the time from the identification of a piece of relevant ABM data,to the execution of the highest value marketing response,a

221、nd to do this at scale,globally.The platform consumes 1.5 trillion data signals per month,from client sales and marketing technology integrations to global newsfeeds and billions of pages on the open web.These data signals are honed into actionable insights using streaming analytics technology,Kx.Wi

222、th advanced AI and machine learning capabilities,clients can use the platform to create and test and deploy their own predictive analytic algorithms.MRP Prelytix connects insights to omnichannel orchestrated actions using the client or built-in delivery infrastructure.Clients can create automated tr

223、iggers and orchestration responses that can be delivered to as many as eight channels.Use casesMRP Prelytix is focused on the account-based model,not a point solution or silo for individual channels or teams,and it can be leveraged by both marketing and sales.Enterprise focus-For companies that serv

224、e multiple geographies,lines of business,or industries,MRP Prelytix provides global reach and coordination across boundaries,both internal and geographic.Marketing Orchestrates(insights+coordinated actions)across 8 key channels(display,web,email/MAP,sales alerts,content syndication,inside sales).Sal

225、es Surfaces account-level intelligence into Salesforce(priority scoring,topics,trends,next best actions),and creates collaborative coordination with marketing plays(alerts for buyer outreach).Channel-In a fragmented and disconnected operating environment,MRP clients can optimize market development f

226、und(MDF)investments,track conversion by partner and tactic,and have consistent and measurable pipeline revenue reporting.MRPMarket Resource Partners,LLC(MRP)1818 Market Street,37th FloorPhiladelphia,PA 19103T:(215)587-Key customers DellOracleCiscoSAPInforHPEKey executives Kevin Cunningham,Co-Founder

227、&CEOJack Butler,CFORomano DiToro,CIOPierre Custeau,SVP Product 2021 Third Door Media,Inc.https:/martech.org 24 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideAttribution models supportedMRP Prelytixs multichannel attributio

228、n identifies impact within accounts and buying teams and can identify and track target accounts through the buyers journey and across channels,platforms and teams.The companys approach is more deterministic than econometric.Rather than applying first/last/weighted attribution models that identify si

229、ngle channel winners and losers,MRP Prelytix evaluates and scores paths of success across multiple channels.The platform provides a waterfall visualization screen to see where accounts sit in each stage,including filtering the view by account segments.MRP Prelytix attribution capabilities reflect al

230、l account activities across all platforms and channels and are customizable by client users.The platform can use any source of data as a frame of reference to model out behavior within target accounts and impact of their programs.Assessment is based upon stated objectives driven by client,such as co

231、nversion,conv rates,funnel progression,pipeline,accepted leads,attribution criteria,customer growth and client retention or cross/upsell.Media supportedIn addition to client 1st party data,MRP Prelytix collects proprietary intent signals from a variety of digital sources including company news and a

232、nnouncements,publisher data,content consumption across the web,and voice verified intent from over a million calls made to B2B stakeholders annually.Customer can also share other 1st party data via integration and/or uploads such as CRM data,MAP behavioral data,Web site visits and offline data(e.g.:

233、tradeshow attendance).Privacy and cookies Adheres to the principles of the EU-U.S.Privacy Shield Framework and the Swiss-U.S.Privacy Shield Framework and has certified compliance with the U.S.Department of Commerce.Active participating member in IAB Europes Transparency Consent Framework.Has impleme

234、nted strict guidelines,processes and tools to ensure that consent is captured and adhered to in the use of personally identifiable data and has rolled out a Privacy and Security portal where contacts can go to review the data associated with them and their preferences including the right to be forgo

235、tten.MRP Prelytix offers an account data graph with self-learning and correcting features,global reach,and an array of recognition and cross-channel targeting options,including Mobile Advertising IDs(MaIDs)and LiveRamps IdentityLink.Scenario planning/optimization In addition to standard models,custo

236、mers can use the platform ML/AI studio to build their own predictive models based on historical data.Multiple sources of structured and unstructured account data can be ingested,organized and analyzed for the creation of predictive models.These models can then be deployed on top of customer data to

237、optimize the efficiency of customer engagement.These machine learning models can then continuously make decisions or recommendations on content,engagement channel,cadence,frequency and spend.ML/AI studio can also be used to predict both short-term and long-term outcomes,such as the propensity for co

238、nversions to occur or for deals to close in a defined timeframe.MRPMarket Resource Partners,LLC(MRP)1818 Market Street,37th FloorPhiladelphia,PA 19103T:(215)587- 2021 Third Door Media,Inc.https:/martech.org 25 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive

239、 Analytics Tools:A Marketers GuidePredictive analyticsMRP Prelytix organizes account-based data from contact-based systems such as surrounding CRM and Marketing Automation systems,and cleanse,map,and append data for deeper insights and more accurate reporting.The platform can use any source of data

240、as a frame of reference to model out behavior within target accounts and impact of their programs,tracking account level activity across all sales and marketing systems and preparing it into account-structured data.With a single view of each target account across platforms and teams,marketers can ta

241、rget precisely,deliver personalization scenarios across channels,and achieve accurate program measurement almost immediately.Distinguishing characteristics MRP Prelytix is purpose-built to simplify the complexity found in enterprise class organizations.Mature AI capabilities go beyond offering inter

242、esting insights.The system can also prescribe the best course of actions,optimize delivery of personalized content and experiences in real time,and be customized to fit the precise needs of a client or specific programs.Platform blends Intent and Predictive signals,providing both the topic of intere

243、st and propensity to act found within each target account.Third-party integrationsHardened connections directly into SFDC,Siebel,Eloqua,Marketo,Hubspot,and Pardot,with unlimited data onboarding through MRP Prelytix data mover,Google Sheets connector(enables bi-directional data transfers with popular

244、 IaaS platforms such as Zappier,Tray.io and Mulesoft),Google Analytics Integration(Prelytix signals and account information to be collected and reported in a popular web analytics platform,enabling marketers correlate target account insights between these two platforms),and Reactful Web Personalizat

245、ion Platform Integration(allowing Prelytix account signal and data to be used for advanced account journey personalization).Pricing and support Annual contract is required.Free trial is available.Pricing is based on the number of accounts.Average selling price varies based on the needs of our client

246、s and the capabilities of our platform they utilize-from basic annual platform subscription at$50K to a full suite of platform,media,and managed services at$1M+.All customers are partnered with a Customer Growth specialist.These are strategic advisors and program coordinators that work with clients

247、to refine their ideal customer profile and tactic optimization.All customers have access to a software onboarding team to teach them how to use the platform and extract the value,and some clients prefer that our services team help manage programs beyond launch.Offers access to other experts:A creati

248、ve team to support messaging and positioning.Tactic experts by product expertise,including programmatic,email,and inside sales.Sales enablement team bridges sales and marketing and works with a customers sales teams one on one to ensure they extract the most value.MRPMarket Resource Partners,LLC(MRP

249、)1818 Market Street,37th FloorPhiladelphia,PA 19103T:(215)587- 2021 Third Door Media,Inc.https:/martech.org 26 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideTarget customerPrimarily enterprise clients across all major indu

250、stries,including automotive,financial services,telecommunications,entertainment,retail,restaurants,travel,hospitality and consumer goods.Company overview 2000 Employees.Founded in 1996.Neustar was officially acquired by Golden Gate Capital and GIC on August 9,2017,making Neustar a privately-held com

251、pany.Neustar is an information services and technology company and a leader in identity resolution providing the data and technology that enable trusted connections between companies and people at the moments that matter most.Neustar offers industry-leading solutions in marketing,risk,communications

252、,and security that responsibly connect data on people,devices,and locations,continuously corroborated through billions of transactions.Neustar serves more than 8,000 clients worldwide,including 60 of the Fortune 100.Neustar serves more than 8,000 clients worldwide,including 60 of the Fortune 100.Pro

253、duct overviewNeustar Unified Analytics is an end-to-end marketing analytics solution that provides both cross-platform and user-level measurement across all on-and offline channels including the“walled gardens.”This enables advertisers to make critical,on-the-fly optimizations to their marketing mix

254、,campaign tactics,and audience targets to maximize their return on ad spend(“ROAS”).Use cases Advertisers employ Neustar solutions to make strategic decisions about how to set and allocate their marketing budgets across channels.The tool also helps marketers understand the impact of reach,frequency,

255、and customer overlap on campaign ROI and to develop effective audience level optimizations.Attribution models supported Neustar Unified Analytics integrates the strategic cross-channel analytics of next-generation Neustar Marketing Mix Modeling(MMM)with the real-time,user-level insights of Neustar M

256、ulti-touch Attribution(MTA),measuring the incremental impact of marketing across both aggregate,time-series data and user-level data.For MMM,Neustar uses log-log multiplicative econometric regression analysis.For MTA,it employs a discrete choice model.Both methodologies utilize Hierarchical Bayesian

257、 Priors to have consistent and granular measurement across all modeled dimensions,in addition to enabling stronger integration between MMM and MTA,and to incorporate measurement from designed experimentation.Neustar21575 Ridgetop CircleSterling,VA 20166T:855-898-0036www.home.neustarKey customers Cit

258、igroupAllstateMacysFord Motor CompanyKey executives Charles E.Gottdiener,President and Chief Executive OfficerVenkat Achanta,Executive Vice President,Chief Data Officer and Chief Technology OfficerDorean Kass,Executive Vice President and Chief Sales OfficerMichael Schoen,Senior Vice President,Market

259、ing Solutions 2021 Third Door Media,Inc.https:/martech.org 27 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers GuideMedia supportedNeustar Unified Analytics provides marketing impact for all media channels and includes user-level

260、measurement for closed digital platforms,linear and connected TV,mobile apps,desktop,and other digital channels.Data collection varies by dataset and is gathered at the most frequent cadence available for both time-series data and user-level ad exposure and conversion.Privacy and cookies Neustar Uni

261、fied Analytics uses its unified identity ecosystem,Fabrick,which brings together Neustar proprietary data,technologies and cross-media linkages.This persistent identity-based analytics solution gives brands visibility into closed digital platforms,linear and connected TV,mobile apps,desktop,and othe

262、r digital channels threatened by the decline of third-party cookies and Mobile Ad IDs(MAIDS).Additionally,Neustar Unified Analytics uses the companys innovations in differential privacy.This data science approach groups people by advertising exposure to avoid sharing user-level advertising impressio

263、n data but allowing for the measurement of advertising performance.Scenario planning/optimizationNeustars software offers both scenario planning and optimization for brands to effectively plan their marketing investment.Predictive analyticsNeustar Unified Analytics provides the impact of reach,frequ

264、ency,customer overlap and incrementality for a particular campaign.The results of this user-level analysis let advertisers develop effective audience-level optimizations to feed directly into their audience management tools.Third-party integrationsNeustar has forged data and technology linkages and

265、interoperability across the marketing ecosystem,with direct identity-based integrations with the top publishers and platforms across the industry,including TV,desktop,mobile and the walled gardens.Distinguishing characteristicsNeustar Unified Analytics includes holistic,channel-level,aggregate data(

266、MMM)and user-level data(MTA)across addressable channels,linear TV and even the walled gardens.Neustar Unified Analyticss ties to the identity-based ecosystem,Fabrick,ensures it can maintain user-level measurement in a world without cookies or MAIDs.Pricing and support Annual contract is required.No

267、free trial available.Neustar builds a bespoke engagement for each customer to best suit the needs of their advertising strategy.It works with prospective clients to understand things like the number of brands,categories,geographies,and outcomes they would like to optimize and then sets up their enga

268、gement accordingly.Clients have access to Neustars consulting services team which possesses vast industry experience.Neustar21575 Ridgetop CircleSterling,VA 20166T:855-898-0036www.home.neustar 2021 Third Door Media,Inc.https:/martech.org 28 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marke

269、ting Attribution and Predictive Analytics Tools:A Marketers GuideTarget customerNielsen serves a variety of stakeholders in the media industry from advertisers to agencies to publishers.Solutions meet the needs of brands of various sizes and budgets and Nielsen has extensive experience in almost eve

270、ry industry with a notably strong background with advertisers in CPG,apparel/retail,tech/telco,financial services,insurance,and auto as well as publishers.Company overview 46000 Employees.Founded in 1923.Nielsen has invested heavily in recent years in strategic acquisitions such as Exelate,Pointlogi

271、c,Visual IQ,and Gracenote.It has also forged relationships with key publishers and strategic partnerships for access to syndicated outcomes datasets to improve data collection for clients.Nielsen Holdings plc(NYSE:NLSN)is a global measurement and data analytics company that provides the most complet

272、e and trusted view available of consumers and markets worldwide.Nielsen is divided into two business units:Global Media and Global Connect.Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for

273、 markets to function.An S&P 500 company,Nielsen has operations in over 90 countries,covering more than 90%of the worlds population.In addition to the developed countries,Nielsen has a strong,well-established presence in all the planets fastest-growing economies,and important growth hotspots througho

274、ut Southeast Asia,South Central America,the Middle East,and Africa.Product overviewNielsen Attribution was designed to address the specific needs of digital:refreshed as frequently as daily,modeled at the most granular level,and actionable through automated integrations into media buying platforms.I

275、ts person-level attribution empowers digital marketers with a tactical tool to accurately optimize their marketing and media performance across channels and devices in-flight.It complements and is unified with the strategic insights derived from media mix modeling(MMM)by providing a frequent assessm

276、ent of the impact of every single keyword,display creative,paid social placement,or any other digital tactic within a digital customer journey,on a conversion event.Clients who invest in TV advertising can evaluate the impact of their TV buys with the same level of granularity as digital,leveraging

277、syndicated purchase data from Nielsens partnerships.Use casesNielsen Attribution leverages the science of advanced analytics on user-level data to allocate proportional credit across a granular list of marketing touchpoints.It provides value in budgeting and planning,developing better brand media pl

278、ans,and monitoring campaign results in flight to adjust spending via an always-on solution.The company believes that the future of marketing organizations will be focused on harnessing the power of predictive analytic models and seamlessly embedding them into a continuous feedback loop.Nielsen Attri

279、bution provides the data,analytics and technology to generate actionable ROI by marketing tactic.Nielsen675 6th Avenue,3rd Fl.New York,NY Key customers Doesnt divulge client names but serves a substantial roster of multi-billion-dollar clients,including many of the leading Fortune 500 companies acro

280、ss all verticals.Key executives David Kenny,Chief Executive OfficerKarthik Rao,Chief Operating OfficerPeter Bradbury,Chief Commercial OfficerSean Cohan,Chief Growth Officer&President,Intl 2021 Third Door Media,Inc.https:/martech.org 29 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing

281、Attribution and Predictive Analytics Tools:A Marketers GuideAttribution models supported TrueAttribution is the proprietary,algorithmic multi-touch attribution modeling technique leveraged in Nielsen Attribution for clients with first-party data.TrueAttribution algorithmically determines the amount

282、of credit that should be applied to each of the influential touchpoints in the consumer journey.This methodology processes clients user-level data to create chronological consumer journeys for every individual that has interacted with their marketing efforts.Then the lift of every dimension of each

283、touchpoint is determined using an algorithm that compares converters and non-converters across all journeys.Nielsen Attribution for CPG uses a combination of logistic regression and predictive analytic modeling techniques.Nielsen TV Attribution matches ad schedules with exposed and unexposed househo

284、lds and ties them to household-level outcome data.Media supported User-level data collection across channels and devices and consolidation of multiple IDs into one unique ID serves as the foundation of attribution.Using a pixel-based data collection approach,Nielsen captures comprehensive user-level

285、 data in an anonymous and privacy-focused manner.Depending on the types of channels,publishers and/or search engines,clients may use a mix of impression,click redirect and conversion pixels.Included media touchpoints collected are dictated by the type of engagement,syndicated or custom.Within digita

286、l,Nielsen tracks all marketing and advertising exposure,impressions when possible,and clicks otherwise,against multiple KPIs.Nielsen Attribution for CPG models use Frequent Shopper Card(FSC)data to collect household purchase records at the UPC level.In 2019,Nielsen entered into a strategic partnersh

287、ip with Quotient,a leading digital-first provider of customer offers and retailer transaction data.Privacy and cookiesTo maintain the benefits of person-level attribution-in particular,not compromising on the accuracy of measurement it allows-in an increasingly cookieless ecosystem,Nielsen has evolv

288、ed its solution from the reliance on 3rd party cookies to the leveraging of persistent IDs.Underpinning this foundation for transparent and more resilient measurement is the Nielsen ID System,comprised of:Ecosystem Connectivity:Single endpoint integrations with publishers and an identity sync pixel

289、with advertisers for direct access to data associated with people and the devices they use over time(that dont depend on device IDs or the browser/app ecosystem).Nielsen also supports the Trade Desks Unified ID 2.0.Nielsen ID+Measurement Graph for Outcomes:Nielsen utilizes its panels to validate the

290、 graph,and combines data across various data sources to link people to households and devices.Machine Learning Models:Proprietary machine learning models that integrate and enrich data across environments to ensure accuracy,comparability and representation in outcomes.Technologies that prioritize co

291、nsumers:Nielsen is investing in computing technology that collects and processes data in privacy-centric ways.Scenario planning/optimization In-flight optimization:Nielsen Attribution modeling results are delivered up to daily,allowing for in-flight optimization and reallocation of investment vs pos

292、t-campaign.Scenario Planning:Results are leveraged in a simulation&optimization platform to test and simulate the impact of future planned marketing scenarios.Predictive analytics are employed to provide recommendations on how to shift marketing activities to achieve optimal results.Users can build“

293、what-if”scenarios and forecast the impact of media optimization.It incorporates real-world Nielsen675 6th Avenue,3rd Fl.New York,NY 2021 Third Door Media,Inc.https:/martech.org 30 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers G

294、uideconstraints(input by the client or agency partner)and produces optimization recommendations at the most granular level of media,including their custom taxonomy.The recommendations produced from the scenario planning module include recommended spend levels as well as expected performance levels a

295、ssociated with the specific KPI(s)that are being optimized.It seamlessly utilizes all of a clients historical marketing performance data to calculate the efficient frontier for clients CPA/CPO,total spend,and total conversion goals.Media plans can optimize media assets individually,intra-channel or

296、cross-channel all at once.Automated activation:Once marketers have identified the media plan that best suits their needs,the solution automatically delivers clients multi-touch attribution metrics to their programmatic buying platforms as often as daily.Predictive analytics See how effectively youre

297、 reaching and moving consumers down the funnel Uncover Consumer Journey insights on time/path to conversion and converting vs.supporting touchpoints Identify valuable audiences/segments Drill up/down and filter into all dimensions of media taxonomy and audience attributesThird-party integrations In

298、addition to comprehensive links with multi-channel martech and ad tech systems that allow for the gathering of data,Nielsen Attributions Deploy solution has automated integrations with 40+integrations across media execution platforms.Single Endpoint(Server-to-Server)integrations,and integration of a

299、ggregated user-level data leveraging differential privacy for key publishers/walled gardens.Distinguishing characteristics Person-level data:Nielsens solution is built on person-level exposures and outcomes and not aggregated,for example,to segment,ZIP code,or higher.As much as possible,the company

300、leverages deterministic data-allowing it to make fewer assumptions and report with greater certainty.Nielsen has deep industry relationships allowing it to capture and process a great deal of data.Granularity:The companys attribution models are designed to capture and use data at the most granular l

301、evels,offering insights at the level marketers make decisions(e.g.keyword)rather than at aggregate levels(e.g.keyword groups).Speed:As an always-on attribution solution,Nielsen Attribution offers actionable performance metrics as frequently as daily,allowing marketers to quickly react to external fa

302、ctors such as seasonality and competitive activity,and enabling continuous media planning and execution.Pricing and support No annual contract required.Free trial available.Pricing is variable based on the size of media investment,geographies,and other factors.Solutions are flexible and designed to

303、meet the needs of all advertisers-large or small.Nielsen Attribution has a specific Service Delivery team for dedicated on-going support teams to ensure accurate and timely delivery of data refreshes as well as a Customer Success team for ongoing account management,including working very closely wit

304、h the client and agency teams to answer specific business questions or surface relevant recommendations to help maximize the efficiency of digital budgets.Offers comprehensive training web-based programs and a certification program to help clients master both the fundamentals of the Nielsen Attribut

305、ion software and ways to extract the insights and recommendations they need to optimize their media spend and achieve their business goals.Nielsen675 6th Avenue,3rd Fl.New York,NY 2021 Third Door Media,Inc.https:/martech.org 31 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribut

306、ion and Predictive Analytics Tools:A Marketers GuideTarget audienceMarketing analytics buyers,CMO and marketing decision makers across brands,agencies and publishers.Company overview Founded in 2012.Datorama was acquired by Salesforce in July 2018.Salesforce Datorama enables marketers to optimize th

307、eir marketing budget for maximum efficiency and business impact.Datorama unifies cross-channel marketing spend and performance data with business outcomes in one system of record and insight,empowering marketers to measure impact to increase customer engagement,eliminate budget waste,test and learn,

308、and drive growth across all stakeholders.Product overviewDatorama offers an expansive library of 150+API connectors that automatically interpret and classify marketing data,as well as other types of data like sales,weather,economic or survey information.Together,they capture all campaign and interac

309、tion data from any source-including Salesforce Marketing Cloud,Google Analytics and many more,such as paid and organic search and social,display and video advertising,programmatic,television and offline data.From there,Datorama surfaces insights about different marketing campaigns that can be visual

310、ized in dashboards and apps.Marketers and their agencies can customize the dashboard based on their KPIs and audience segments,which will signal AI-powered Einstein recommendations and critical alerts.With one single system of record,marketers can align and collaborate across teams to ensure everyon

311、e is working off of the same set of facts and toward shared goals.Use cases Use cases span across all industries:health&life sciences,retail,CPG,media,high tech,automotive,manufacturing,financial services,and more.Marketing Performance Optimization:Bringing together all paid,owned and earned marketi

312、ng initiatives into one centralized view.Providing complete visibility into marketing performance across digital and offline advertising,social media,content marketing,email,web analytics,and any other part of the mix.Email Marketing:Enables users to gain a holistic view of email marketing and explo

313、re holistic performance.Salesforce Marketing Cloud Email app.Marketers gain access to interactive analytics that help benchmark and measure the effectiveness of all their Marketing Cloud messaging data,and then visualize it within Datorama.The Marketing Cloud connector.Allows marketers to integrate

314、messaging data for email,journeys,SMS and mobile push.Email To Web Conversion App:Lets users connect email and web data to create a full customer funnel.Marketing&Sales Performance Optimization:As marketing continues to become the engine of growth for the business,its gaining accountability to prove

315、 ROI-and grow the customer base.By connecting sales,revenue and CRM data to marketing activities,businesses can optimize for new customer acquisition,demand generation,pipeline velocity and upselling/cross-selling to their base.Salesforce Datorama1095 Avenue of the Americas,17th Floor New York,NY cu

316、stomersCummins Land OLakesTwitterMarriottPernod RicardTicketmasterKey executivesAdam Blitzer,EVP&GM,Digital at SalesforceRan Sarig,SVP and GM,Datorama 2021 Third Door Media,Inc.https:/martech.org 32 Vendor profilesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics

317、Tools:A Marketers Guide Media Optimization:Strategically allocate media budgets,pace media buys in-flight,and easily reconcile media data for faster,more agile reporting.OEM Solutions:Ad tech platforms need always-on access to reporting and insights across your solution offerings.Leading ad tech pla

318、tforms embed Datoramas reporting technology into their offerings,powering the standard and custom reporting solutions that clients and partners need to grow their business.Sell-Side:Optimizing the value of inventory across direct and programmatic channels while understanding audiences across screens

319、 and devices all while giving clients the right campaign performance information to measure results and drive next level investments.Datorama unifies internal and external reporting so publishers can maximize revenue and client experience.Additional publisher-focused uses include:Yield management.Bi

320、lling and reconciliation Viewability and verification.B2B:Enables B2B companies to tie together demand gen,leads,opportunities,dollars closed,and contacts by channel and event to understand the source of leads and their marketing ROI.Attribution models supported Datoramas upcoming Attribution App wi

321、ll allow marketers to ingest and analyze their granular,first party,user-level data.They then can choose the attribution model that fits their business needs.The App can do linear,final touch,last touch,time decay,and also allows for the creation of custom models.Datorama can also build models integ

322、rating marketing mix modeling(MMM)data.Marketers running MMM studies to optimize their advertising mix and promotional tactics can utilize those results alongside their forecasted plan for the year,and measure it against actual delivery data.Datorama harmonizes the data and visualizes the outputs of

323、 MMM with current delivery data to provide insights around ROI and media effectiveness.Furthermore,marketers can build an MMM repository in Datorama by ingesting studies run over the years.Privacy and cookiesDatorama doesnt use third-party cookies.Media types supportedDatorama unifies 100%of marketi

324、ng/media data and instantly integrates and visualizes it.Scenario planning and optimizationDatoramas Media Impact Optimization solution is an add-on package of intelligent media tools built on Datoramas connection and harmonization technology,visualizations,and Einstein AI.With the Media Impact Opti

325、mization solution,users can strategically allocate media budgets,pace media buys in-flight,and easily reconcile media data for faster,more agile reporting.The Media Impact Optimization solution consists of:Media Planning Center:Optimize media budget allocations with advanced planning analytics,and u

326、se AI to forecast performance and make data-driven decisions based on past campaigns.Media Transparency Center:Reconcile planned spend and delivered spend automatically for in-flight pacing,discrepancy analysis,billing,and reporting.Media Pacing App:Visualize and explore in-flight media pacing with

327、an interactive out-of-the-box dashboard.Predictive analyticsDatoramas Insights Engine provides always-on optimization and reporting,bringing visualization and AI machine Salesforce Datorama1095 Avenue of the Americas,17th Floor New York,NY 2021 Third Door Media,Inc.https:/martech.org 33 Vendor profi

328、lesMARTECH INTELLIGENCE REPORT:Enterprise Marketing Attribution and Predictive Analytics Tools:A Marketers Guidelearning to marketing analytics.With the Insights Engine,marketers can monitor and report on all marketing data in a unified platform,providing each stakeholder with the right KPIs,trends

329、and drill downs.They can then optimize campaigns in the moment with AI-surfaced insights.With Datoramas Einstein Marketing Insights(EMI),marketers can select a KPI that they want to analyze and Einsteins Insight Bots will surface the positive and negative drivers of each KPI,revealing optimization p

330、aths from regional impacts to the channel,campaign,and audience drivers.EMI then visualizes each insight to further explore.Using automated regression modeling and statistical analysis methods,EMI reveals strategic tweaks so marketers can capitalize on whats working and course-correct whats not.Thir

331、d-party integrations Datoramas TotalConnect is a machine-learning powered data connector that can read and process any data source and intelligently map it to a marketing data model.This data model benefits from the knowledge of 1000s of marketers that upload their data into Datoramas platform and c

332、ontinuously expands and learns to adapt to any data source.TotalConnect is crucial to marketers because it of its unlimited capacity it doesnt rely on any pre-set API connection or file organization.API Connector Library:In addition,Datorama provides access to a library of over 150 marketing APIs co

333、vering the full spectrum of the martech and ad tech ecosystem so marketers can connect any data source social,search,display,video,programmatic,web analytics,CRM,email,and more.The creation and maintenance of API Connectors is supported by a full team of product managers,developers,and QA engineers who monitor for changes and fixes on a daily basis to ensure connectivity and data integrity.Built i