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1、MARTECH INTELLIGENCE REPORTMARKETINGMANAGEMENT&PERFORMANCEATTRIBUTIONA MARKETERS GUIDEINCLUDING IN-DEPTHCOVERAGE 2024 Third Door Media is a Trademark of Semrush Inc.1 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideScope and methodology.2Ov

2、erview.3Figure 1:Customers,especially younger ones,are up for trying new brands.3Figure 2:Marketing performance management tasks are challenging for marketing leaders.4Cookie deprecation fuels more complex measurement models.5Figure 3:Marketing performance management lets marketers quantify their in

3、itiatives contribution to the bottom line,as well as plan for the future .5Figure 4:The global marketing performance management software market is growing at a 6.8%CAGR through 2030.6 Figure 5:Gartners hierarchy of marketing metrics.7 Budget constraints and elevated expectations.7More devices,more c

4、omplexity.7Privacy and the deprecation of cookies .8Platform or stack?.8The marketing performance management vendor marketplace.9Marketing attribution and performance management platform capabilities.10Integrations and data gathering.10Analysis and reporting.10Modeling and orchestration.11What to co

5、nsider when choosing your MPM solution.11Integrations .11Table 1:MPM vendors link to a variety of touchpoints either through native technologies or partnerships.11Media measurement.12Relationships with“walled gardens”and other data providers.12Attribution models employed.12Data modeling and analysis

6、.12Reports and visualizations.12 Machine learning and artificial intelligence.13Orchestration capabilities.13Choosing a marketing attribution and performance management platform.13The benefits of using a marketing performance management platform.13Pricing.14Recommended steps to making an informed pu

7、rchase.15Step one:Do you need a marketing attribution and performance management platform?.15Step two:Identify and contact appropriate vendors.16Step three:Scheduling the demo.16Step four:Check references,negotiate a contract.17Conclusion.19Vendor profiles.20Keen.20Mediatool.22OptiMine.24Salesforce.

8、27SAS Customer Intelligence 360.31TransUnion.35Uptempo.39Table of contentsMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers Guide 2024 Third Door Media is a Trademark of Semrush Inc.2 https:/martech.orgScope and methodologyThis report examines the marketing attribu

9、tion and performance management(MPM)tools market and the considerations involved in implementing this software.It addresses the following questions:What factors are driving the adoption of marketing attribution and performance management software?What capabilities do marketing attribution and perfor

10、mance management tools provide?How are artificial intelligence and machine learning advances impacting marketing attribution and performance management?Does my company need an MPM platform?Who are the leading players in marketing attribution and performance management?How do I evaluate which platfor

11、m is best for my business?This report will help you decide if you need a marketing attribution and performance management platform and evaluate available solutions.The report includes the latest industry statistics,developing market trends,vendor profiles and up-to-date product features.In this repo

12、rt,marketing attribution and performance management platforms are defined as follows:tools that employ attribution functionality,statistical modeling and machine learning to holistically evaluate the performance of a companys marketing initiatives on bottom-line impact.Their purpose is to help marke

13、ters determine the success of their efforts so they may allocate future spend and bring it in line with business goals.The vendors profiled in this report represent some of the marketing attribution and performance management platforms.This report does not recommend any solution or company;It does n

14、ot endorse any particular product,service or vendor.The terms marketing attribution and performance management“tools,”“solutions,”“platforms”and“applications”are used interchangeably in this report.This report was prepared by conducting in-depth interviews and fielding surveys with leading vendors a

15、nd industry experts in the first quarter of 2024.This report is based on these inquiries in addition to third-party research.Editorial AdviserKim Davis,Editor-at-Large,MarTech,Third Door MediaResearch,Writing and EditingPamela Parker,Research Director,Content Studio,Third Door MediaResearch Allison

16、Lofaro,Director of Event and Client Success,Third Door MediaKaren DeWeese,VP of Event and Client Success,Third Door Media 2024 Third Door Media is a Trademark of Semrush Inc.3 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideCutbacks in mark

17、eting investments often backfire.They can retard sales velocity,stunt the companys brand development,jeopardize relations with customers and create opportunities for competitors to gain market share.OverviewOne of marketings greatest challenges is proving its value to the business.Without demonstrab

18、le proof that marketing initiatives are driving business results,marketers budgets are easy pickings for leaders seeking to improve profitability or simply keep the business afloat during challenging times.And its not just marketing department jobs and media budgets at stake.Cutbacks in marketing in

19、vestments often backfire.They can retard sales velocity,stunt the companys brand development,jeopardize relations with customers and create opportunities for competitors to gain market share(see Figure 1).Figure 1:Customers,especially younger ones,are up for trying new brands More likely to try a ne

20、w brandStopped using or buying from a company in the past yearGeneration ZGeneration XBabyBoomersMillennials39%35%31%19%32%27%27%23%Source:PwC Customer Loyalty Survey 2022 Though its been a perennial issue for CMOs,the pressure to justify their budgets to C-suite colleagues becomes more important in

21、 uncertain economic times.Fifty-one percent of marketing leaders feel increasing pressure from the CEO to prove the value of marketing,while 52%cite pressure from the CFO,the CMO Survey found in fall 2023.Meanwhile,61.2%of respondents said“demonstrating the impact of marketing spend on financial out

22、comes”was an activity their senior marketing leader regularly found challenging.while“linking marketing objectives to important business objectives”was cited by 26.2%of those surveyed(See Figure 2).2024 Third Door Media is a Trademark of Semrush Inc.4 https:/martech.orgMARTECH INTELLIGENCE REPORT:Ma

23、rketing Attribution&Performance Management:A Marketers GuideCEOs who place marketing at the center of their growth strategy are twice as likely to have greater than 5%annual growth than their peersFigure 2:Marketing performance management tasks are challenging for marketing leaders Demonstrating the

24、 impact of marketing actions on financial outcomesCommunicating the role of the brand in business decisionsFocusing data and analytics on the most important marketing problemsSecuring cross-functional support for new marketing investmentsLeveraging technology to improve customer valueInfusing custom

25、ers point of view in business decisionsLinking marketing investments to important business objectivesUsing business terminology that resonates outside of the marketing functionWhat activities does your senior marketing leader find challenging to implement on a regular basis?Percentage of survey resp

26、ondents choosing this answerActivity0%20%40%60%70%50%30%10%61.2%45.3%41.6%40.7%36.9%28%26.2%15.4%Source:The CMO Survey,Fall 2023Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are blowing.But when budgets are tight,the prospect of el

27、iminating waste is especially resonant.“When a marketer cannot clearly connect the dots between marketing activities and business outcomes,or they cannot quantify their business impact,they cannot defend their budgets,”Mastercard CMO Raja Rajamannar writes in his bestselling book Quantum Marketing.“

28、Typically,when asked what exactly marketing is doing for the bottom-line or top-line results and growth of the company,a marketer is like a deer caught in headlights.And when that happens,they are done for.”CEOs who place marketing at the center of their growth strategy are twice as likely to have g

29、reater than 5%annual growth than their peers,McKinsey research finds.This statistic underscores the importance of marketing to business performance.Still,the consultancy finds three challenges that CEOs and CMOs must overcome to achieve growth:“murkiness in C-level growth responsibilities,the undere

30、stimated potential for marketing to drive growth,and the misalignment of marketing measurement and business impact.”The days of plausible deniability about the effectiveness of marketing spend are over,Rajamannar notes:“The comfort level marketers(sort of)had with not being held accountable for ad e

31、ffectiveness changed,for the most part,with the advent of data.Data transformed advertising measurement,removing guesswork and audience estimates.”The dawn of digital media promised a brighter future one in which we could look at every sale and determine which touchpoints were effective at deliverin

32、g ROI and which represented wasted spend.Its not simple or straightforward,but were getting closer to realizing the promise,despite the headwinds,which include the pending deprecation of cookies and the need for compliance with restrictive and often contradictory privacy regulations.Attribution the

33、practice of assigning weight to every touchpoint in a marketing campaign based on its contribution to revenues is not new.But the breadth and scope of available marketing attribution tools today exceed what we could have imagined just a few years ago.The proliferation of APIs and integrations now en

34、ables marketers to pull together data of various 2024 Third Door Media is a Trademark of Semrush Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideAttribution the practice of assigning weight to every touchpoint in a marketing campaign

35、based on its contribution to revenues is not new.types from myriad sources,applying artificial intelligence,machine learning and sophisticated algorithms to compare and make sense of the information.Cookie deprecation fuels more complex measurement modelsAt the same time,some marketers are looking a

36、t ways to incorporate old-school methodologies like marketing mix modeling(MMM)into their workflows as they adjust to data restrictions.“As this data dries up,companies that dont adapt run the risk of suddenly finding themselves in the dark.In this new landscape,marketing mix models(MMMs)have a spec

37、ific advantage:Theyre able to produce dependable measurements and insight purely from natural variation in aggregate data,and dont require user-level data,”writes Julian Runge(of Northeastern University),Harpreet Patter and Igor Skokan(both of Meta)in the Harvard Business Review.These advances,along

38、 with business analytics technologies,give marketers a more holistic view of their programs,regardless of channel,platform or silo.Even better,many marketing attribution and performance management tools now glean insights from data to model different scenarios and predict possible future outcomes,em

39、powering marketers to make budget allocation decisions confidently.There is no consensus on the name for this type of solution.Some refer to it as“marketing performance measurement”or“marketing resource management”(MRM).We prefer“marketing attribution and performance management,”(which we shorten to

40、 MPM)which encapsulates both the attribution aspect(performance measurement),as well as the bigger-picture function of using data and technology to assess bottom-line results and make decisions about future spend(performance management)(See Figure 3).Figure 3:Marketing performance management lets ma

41、rketers quantify their initiatives contribution to the bottom line,as well as plan for the future Marketing Performance ManagementIntegrations andData GatheringAttribution,Analysisand ModelingPlanning and ActivationSource:Third Door Media,Inc.Some providers bundle resources beyond financial investme

42、nt(such as creative assets,web content and human resources)into the category.We cover those solutions separately in our MarTech Intelligence Reports on digital asset management(DAM),digital experience platforms(DXPs)and marketing work management(MWM).2024 Third Door Media is a Trademark of Semrush I

43、nc.6 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideThe proliferation of APIs and integrations now enables marketers to pull together data of various types from myriad sources,applying artificial intelligence,machine learning and sophistic

44、ated algorithms to compare and make sense of the information.Investments in MPM solutions are expected to accelerate over the next few years,with global spending expected to reach$859 million by 2030,according to QY Research(See Figure 4).Figure 4:The global marketing performance management software

45、 market is growing at a 6.8%CAGR through 2030$1,000$750$500Value in Millions of U.S.Dollars$25020232030$0$558$859Source:QY ResearchThese investments will likely pay off.“It is important for companies to have a formal marketing performance measurement system,which consists of a set of interrelated fi

46、nancial and non-financial metrics that allow companies to get a holistic idea of their marketing performance.This helps reinforce organization learning and leads to superior firm performance,”said digital marketing researcher Xiaoning Liang from Trinity University,Dublin.“However,what is also import

47、ant is how companies use such metrics.Companies need to go beyond simply using metrics as a diagnostic tool(e.g.,benchmarking against pre-defined targets,against previous years performance or competitors performance).Specifically,companies should use marketing metrics more interactively(e.g.,collect

48、ing and sharing information to direct organization focus,conducting frequent data analysis)to develop a better understanding of the market and competitors,and thereby improve their market-sensing capability.”Figure 5:Gartners hierarchy of marketing metricsDecisions Rolesupported supported Granularit

49、y FrequencyBusiness CEO,CMO and CFO Low MonthlyStrategy Marketing CMO Low MonthlyStrategy Marketing Marketing Medium Weeklyplanning and managementcampaigns Campaign and Campaign managers,High Dailycontent analysts and optimization specialistsBusinessoutcomesStrategiclevers and macroperformanceOperat

50、ionallevers anddiagnosticsTactical leversand optimizationsPerformance metrics flow up viaactionable dashboards and reports.Business goals flow down,informingstrategy,operations and tactics.Source:Gartner 2024 Third Door Media is a Trademark of Semrush Inc.7 https:/martech.orgMARTECH INTELLIGENCE REP

51、ORT:Marketing Attribution&Performance Management:A Marketers GuideBuyers expect interactions with brands to be consistent no matter their device.Theyre also likely to switch between devices when researching and making purchases.In this report,well look at the forces fueling the market for MPM platfo

52、rms,describe the vendor landscape,examine the features marketers can expect when evaluating such tools and provide a framework for making an adoption decision.Budget constraints and elevated expectations The lingering effects of the COVID-19 pandemic,the wars in Ukraine and Gaza and worldwide inflat

53、ion contribute to economic uncertainty.In such an environment,its more important than ever that marketers justify their expenditures.The Mad Men days of slick client presentations and high-budget TV ad production as the measures of success are over.Now,marketers are expected to prove the value of th

54、eir work by connecting it with tangible business results.More devices,more complexity At the same time,marketers are employing an ever-growing number of channels and devices to engage with their customers and prospects.Buyers expect interactions with brands to be consistent no matter their device.Th

55、eyre also likely to switch between devices when researching and making purchases.Both phenomena mean brands need to coordinate their campaigns across multiple channels and understand the role each touchpoint plays in moving someone closer to a purchase decision.While adding complexity for marketers,

56、this trend presents opportunities.Research shows that conducting cross-channel media campaigns can improve results.Facebook and paid search ads were more effective when used together by UK-based online retailer JD Williams,according to Meta.The effectiveness of Facebook ads increased by 26%,as measu

57、red by new customer acquisition,when paid search ads ran simultaneously.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 ab

58、out how their personal information is collected and used has resulted in a backlash against some ways online marketers gather data.In response,regional,national and state governments have enacted privacy regulations like the European Unions General Data Privacy Regulation(GDPR)and the California Con

59、sumer Privacy Act(CCPA).Apple(Safari)and Mozilla(Firefox)have significantly curtailed others from tracking customer behavior by eliminating third-party cookies,i.e.,tracking files put on a users computer by companies other than the one operating the site theyre browsing.Google(Chrome)has said it wou

60、ld do something similar,though it is still working to develop viable alternatives to the third-party cookie.More recently,Apple said it would strip URL parameters(often used for tracking and analytics)when a user of its Safari browser shares a link,further diminishing the availability of information

61、 that marketers value.Since its inception,online advertising has used cookies and URL parameters to enable analytics,ad targeting,and tracking.Transitioning to another methodology for accomplishing those tasks is a vexing challenge for the ad tech business and those needing to prove their marketing

62、efforts performance.2024 Third Door Media is a Trademark of Semrush Inc.8 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideLike other marketing software solutions,marketing attribution and performance management can be achieved with an integ

63、rated platform or by assembling a“stack”of point solutions to do the job.For this reason,companies offering MPM have been hard at work developing solutions to facilitate measurement without relying on third-party cookies,personally identifiable information(PII)or other data that might run afoul of p

64、rivacy-oriented changes.Marketing attribution and performance management tools aim to address this need.They provide visibility into performance across online and offline channels and promise to enable marketers to drive more revenue from the same spend or reduce budget while obtaining the same resu

65、lts.Platform or stack?Like other marketing software solutions,marketing attribution and performance management can be achieved with an integrated platform or by assembling a“stack”of point solutions to do the job.(Editors note:Point solutions are not within the scope of this report.They are discusse

66、d here to contrast their utility with that of MPM platforms.)Integrated platforms have several advantages,including:seamless sharing of data between modules,built-in functionality for reconciling data from disparate sources,a consistent user interface,one vendor to contact for assistance with the im

67、plementation and support,should they be necessary.Point solution stacks also have advantages.Marketers can select best-of-breed applications and have the flexibility of swapping out those applications,should another with better features become available.Stacks have challenges,too.Sharing data betwee

68、n applications can present issues,although connecting applications via APIs has gotten much easier in recent years.Interfaces are unique to each solution,meaning users must learn multiple navigation schemes and means of accomplishing their tasks.And vendor terminology may be different,creating a Tow

69、er of Babel within your marketing department.Even measuring digital media is complicated because data from many sources must be combined and normalized for an apples-to-apples comparison.The task is even more difficult when you include data from walled gardens like Meta,Google,Amazon and Apple that

70、target ads to logged-in users,limiting the data advertisers get about their campaigns and the users that interact with them.Adding in offline media and data from retail points of purchase creates even more challenges.Because of these complications,marketers turn to third-party tools unrelated to any

71、 particular medium or channel.These solutions ingest data from every channel and aggregate it to give marketers insights and predictions to apply to future campaigns.2024 Third Door Media is a Trademark of Semrush Inc.9 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance

72、Management:A Marketers GuideAs in other martech sectors,mergers and acquisitions,as well as venture capital activity,have slowed in the last several years.The marketing performance management vendor marketplace As one might expect,given that the name“marketing attribution and performance management”

73、hasnt solidified for the category,the vendors offering these tools describe themselves differently.We see large,established companies like Nielsen,Salesforce and SAP offering MPM as part of their suite of enterprise-level platforms.Upstart pure-play vendors have also successfully carved out their pl

74、ace in the category.As in other martech sectors,mergers and acquisitions,as well as venture capital activity,have slowed in the last several years.One of the more significant pure-play vendors,Full Circle Insights,was acquired by venture equity firm Scaleworks in July 2023.Scaleworks said the invest

75、ment and partnership would accelerate Full Circle Insights strategic roadmap,enable product innovation and enhance its go-to-market strategy.Among the larger entities,Nielsen is the only one making a fairly recent acquisition in this area.In July 2021,the company bought TVTY,a TV attribution provide

76、r and ad monitoring company based in Paris,giving the company more cross-media capabilities.The company went private in 2022 through a$16 billion purchase agreement with private equity investors.Most recently,it launched Nielsen ONE Ads,a cross-channel measurement platform integrating linear TV,and

77、Nielsen Media Data Room(MDR),a platform for distributing its audience data to other providers and advertisers.Standalone platform Neustar joined the ranks of the larger players when it was acquired by data giant TransUnion for$3.1 billion in December 2021.TransUnion incorporated Neustar into its Tru

78、Audience offering in 2023.The most significant recent events among the upstarts came in 2021 when Uptempo acquired Allocadia(July)and Hive9(September),each of which had established positions in MPM.By bringing these companies assets together within its existing solutions,Uptempo aims to deliver a“co

79、mplete enterprise marketing operations suite.”B2B-oriented provider Integrate was acquired by Audax Private Equity in December of 2021.Integrate says it will use the cash to accelerate product development,expand geographically and make acquisitions.The financial terms of that deal werent disclosed.O

80、ther companies turned to venture capital to fund their growth.Mediatool concluded a series A round of 7 million in November 2023,which it said it would put toward expanding in the U.S.and opening an office in New York.Before that,Mediatool closed a seed round in October 2020,bringing in an investmen

81、t of 2.5 million.Measured took in a$21 million investment in May of 2022,which it will use for product development and customer acquisition.Keen received an$11 million Series B funding round in July 2022.2024 Third Door Media is a Trademark of Semrush Inc.10 https:/martech.orgMARTECH INTELLIGENCE RE

82、PORT:Marketing Attribution&Performance Management:A Marketers GuideMarketing attribution and performance management platform capabilitiesThe vendors profiled in this report provide some or all of the following core capabilities.Integrations and data gathering Integrate with a variety of martech and

83、adtech software,including CRM,marketing automation,customer service software,ad servers,demand-side platforms and the like.Connect with other software the business uses to manage its operations,including enterprise resource planning(ERP)systems,business intelligence tools,inventory management system

84、s and office suites.Ingest data from multiple marketing and communication channels(radio,TV,connected TV,call centers,email,digital ads,website interactions,etc.)to capture information about customers and prospects interactions with a brand.Relationships with Meta,Google and other“walled gardens,”as

85、 well as data providers that allow for the augmentation of customer profiles and campaign metrics.Gather information about conversions.This data most often comes from sales but may be generated by ecommerce,point of sale,CRM systems or any location where transactions occur.Analysis and reporting Emp

86、loy a variety of attribution models single touch,fractional,algorithmic,proprietary,etc.to tie the marketing interaction data to conversions.Insights gained from marketing mix modeling(MMM)may also be used to provide insights into how campaigns affect sales.Allow users to choose from or tweak attrib

87、ution models based on their own business categories and goals.Incorporate custom models designed to make the most of first-and zero-party data to help marketers cope with the growing scarcity of third-party cookies.Relationships with Meta,Google and other“walled gardens”and data providers that allow

88、 for the augmentation of customer profiles and campaign metrics.Combine multiple models and data types into a unified whole that provides actionable insights.Connect the marketing interactions to individual campaigns,including cost per thousand(CPM),cost per acquisition(CPA)or other relevant measure

89、s(such as internal resource expenditures)of the cost of that interaction to the brand.Provide reports,including visualizations,that improve marketers understanding of data,including maps,charts,graphs,waterfalls and notifications.These reports help marketers understand which activities performed bet

90、ter than others.Reports can often be segmented by various dimensions,e.g.,time,geography,product,channel or business unit.Segment customer and prospect records to create audiences for targeting in marketing channels.Analyze customers behavior throughout the purchase journey.This data is used to iden

91、tify roadblocks in their path to conversion and reduce friction in the buying process.MPM solutions typically integrate with a variety of martech and adtech software,including CRM,marketing automation,customer service software,ad servers,demand-side platforms and the like.2024 Third Door Media is a

92、Trademark of Semrush Inc.11 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideAggregating data about campaigns and interactions is a core feature of MPM platforms.Modeling and orchestration Analyze historical or recently acquired data and pro

93、actively offer suggestions for future campaigns or for modifying ongoing campaigns in real time.This is facilitated by machine learning and AI technologies.Planning functionality that lets marketers construct“what if”scenarios and generate likely outcomes,to aid in planning for future budget allocat

94、ion.Orchestration capabilities that enable marketers to act on their analyses by tweaking targeting,creative or other elements based on their conclusions.What to consider when choosing your MPM solutionThe following section further discusses these features and the key considerations in choosing a ma

95、rketing attribution and performance management solution.IntegrationsAggregating data about campaigns and interactions is a core feature of MPM platforms.These software packages feature integrations with myriad adtech and martech platforms,as well as walled gardens like Meta and Google.Notably,some M

96、PM platforms arent limited to paid media initiatives;they also incorporate customer experience touchpoints like call centers,owned websites,survey data and email interactions(See Table 1).Links with business operations systems such as enterprise resource planning(ERP)systems,inventory management sof

97、tware and office suites are also crucial because they represent the tie between marketing spending and bottom-line business results.Table 1:MPM vendors link to a variety of touchpoints either through native technologies or partnerships.VendorDisplay AdsSEO&SEMMobile AppsOwned WebsiteOTTOffline Purch

98、ase DataLinear TV AdsOnline Forms SubmissionsChat SessionsPhone CallsEmail InteractionsKeenN,PN,PN,PN,PN,PN,PN,PN,PN,PN,PN,PMediatoolPPN/APNNNNN/AN/AN/ATransUnionN,PN,PN,PNN,PN,PPNNNNOptimineN,PN,PN,PN,PN,PN,PN,PN,PN,PN,PN,PSalesforceNNNNNNNNNNNSASNNNNNNNNNNNUptempoPPPPPPN/APPN/APLegend:N=available

99、natively,P=available through a partnership,N,P=available both natively and through a partnership,N/A=not availableSource:Third Door Media,Inc.2024 Third Door Media is a Trademark of Semrush Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers

100、GuideOne of the biggest challenges marketers face today is a lack of visibility into so-called walled gardens like Meta,Google,Apple and Amazon.While all of the vendors offering marketing attribution and performance management solutions can ingest data from a variety of online and offline sources,ea

101、ch will have its own integrations.These will likely differ regarding the frequency of updates,reliability and depth and breadth of data ingested.Additionally,vendors may have specialized expertise in certain verticals or marketing channelsRelationships with walled gardens and other data providersOne

102、 of the biggest challenges marketers face today is a lack of visibility into so-called walled gardens like Meta,Google,Apple and Amazon.Each gathers data tied to user accounts in a closed system.MPM vendors establish relationships with these organizations to provide data to their customers.Access to

103、 this data can be significant to the value of a given MPM solution.Advertisers can get attribution data directly from these walled gardens,but the drawback of this approach is that these companies have a vested interest in reporting results that put their offerings in a favorable light.With an MPM p

104、latform,the system can better make sense of the data from these media sellers by looking at it in context with independently gathered conversion data.For example,an MPM platform could deduplicate conversion events,determining how credit should be allocated when multiple media sellers credit themselv

105、es with driving a single conversion.Attribution models employedTo be able to integrate and understand data across multiple channels,vendors typically employ a variety of models beyond traditional first-touch,last-touch or weighted attribution.Increasingly,MMM is incorporated,as well.The more differe

106、nt types of data the solution ingests,the more sophisticated their modeling must be to provide an accurate view of whats happening in marketing campaigns.To avoid the challenges created by privacy regulations and software updates aimed at protecting consumer information,several providers have develo

107、ped their own proprietary attribution models that dont rely on technologies like third-party cookies or personally identifiable information.Some vendors allow users to upload or develop their own models,as well as tweak and combine the built-in options.Data modeling and analysisSome vendors have dev

108、eloped their own proprietary,“unified”models that allow them to synthesize the different types of data gathered from marketing initiatives.Deterministic data actual behavioral information that may be tied to an individual profile is considered the most accurate.However,there are situations when that

109、 level of granularity isnt available and others where merging profiles will speed up the analysis time without negatively impacting results.Reports and visualizationsVendors offer different types of reports and visualizations.They enable marketers to understand the impacts of,and the relationships b

110、etween,their different marketing touchpoints.Since this data is as complex as the campaigns themselves,synthesizing it into easy-to-understand visualizations is a big challenge.How successfully vendors accomplish this task is a measure of their platforms utility.2024 Third Door Media is a Trademark

111、of Semrush Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideSeveral factors contribute to the adoption of marketing attribution and performance management platforms.Marketing executives are under pressure to prove the ROI of their inv

112、estments.The variety of channels and devices is expanding.Customer expectations are higher than ever.And privacy concerns are limiting and restricting access to data.Machine learning and artificial intelligence Sophisticated MPM applications apply machine learning and artificial intelligence to thei

113、r analytics to arrive at insights into marketing effectiveness.These technologies are employed to automatically deliver suggestions for improving the customer journey or to suggest campaign optimizations that can improve profitability.Machine learning and AI also may be employed for “what-if”scenari

114、o-building aspects of planning for future campaigns.That allows marketers to model different possible budget allocations and access predictions about how changes would likely affect performance.The more sophisticated models account for factors like seasonality and the fact that ad campaigns typicall

115、y experience diminishing returns after targets receive a certain number of exposures or the creative grows stale.Orchestration capabilitiesGathering and analyzing these data sources allow a marketer to decide their strategy and tactics going forward.So some providers integrate with demand-side platf

116、orms(DSPs),email marketing tools and other execution systems to allow marketers to act upon the information.Choosing a marketing attribution and performance management platformThe benefits of using a marketing attribution and performance management platform Several factors contribute to the adoption

117、 of marketing attribution and performance management platforms.Marketing executives are under pressure to prove the ROI of their investments.The variety of channels and devices is expanding.Customer expectations are higher than ever.And privacy concerns are limiting and restricting access to data.Ad

118、opting an MPM platform can address some of these issues by providing benefits,including:A big-picture view of marketing efforts in the context of business performance.MPM systems let marketers make a more holistic assessment of each element of an initiative.Results from email,social media,event mark

119、eting,print advertising etc.,are aggregated to create a comprehensive view of performance.Additionally,some of these systems can factor in considerations like the cost of each interaction,weighing cost-per-thousand-impressions(CPM)or cost-per-acquisition(CPA),as well as internal expenditures associa

120、ted with different channels,allowing for a full understanding of the return on investment.Reporting to help justify marketing decisions and potentially save money.MPM solutions provide the information on marketing performance the C-suite is looking for and improve marketings relationship with the ot

121、her parts of the business.Reports can identify wasted spend and suggest ROI-enhancing modifications to spending allocations.2024 Third Door Media is a Trademark of Semrush Inc.14 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideMost marketin

122、g attribution and performance management providers offer SaaS-based pricing models based on factors such as media spend,the complexity of the integration,the modules licensed and the number of users.Accelerating time to insights and next-best action.Marketing attribution and performance management t

123、ools are continually gathering data about customer and prospect behavior as they interact with marketing messages.That allows marketers to identify changes that can be made while a campaign is in progress.Budget allocations might be modified to redistribute spend across channels and media buys,audie

124、nces,creative optimizations,etc.Speeding the process of acting on insights.Some marketing attribution and performance management tools are tied directly to DSPs and bid management tools,allowing users to activate the decisions theyve made based on the performance analysis.Predicting the success of m

125、arketing initiatives.The modeling and scenario-building capabilities of marketing attribution and performance management platforms can provide marketing leadership with greater confidence that future spend will achieve the desired business outcomes.Ability to future-proof data loss.Marketers ability

126、 to measure performance was diminished as regulators and technology companies moved to protect customer privacy.Partnering with a marketing attribution and performance management provider allows marketers to let these vendors which have long been grappling with this issue and depend on its resolutio

127、n for their survival take care of this problem on their behalf.Some providers now offer proprietary models to make the most of first-or zero-party data.Others have developed attribution methodologies that arent reliant on cookies,tracking or personally identifiable information(PII).PricingMost marke

128、ting attribution and performance management providers offer SaaS-based pricing models based on factors such as media spend,the complexity of the integration,the modules licensed and the number of users.Though some vendors profiled in this report declined to provide specific pricing information,those

129、 that did cited typical annual costs ranging anywhere from$60,000 to multiple millions of dollars.Notably,this doesnt include any internal costs of onboarding a new provider,revamping processes,employee training or other necessary expenditures.Most marketing attribution and performance management pr

130、oviders offer SaaS-based pricing models based on factors such as media spend,the complexity of the integration,the modules licensed and the number of users.2024 Third Door Media is a Trademark of Semrush Inc.15 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Managemen

131、t:A Marketers GuideCommitting to and implementing an MPM platform has implications for every aspect of your marketing operations and business.Recommended steps to making an informed purchaseUnderstanding your current marketing analysis and planning processes,knowing how to measure success and being

132、able to identify where you are 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

133、 marketing attribution and performance management platform?Committing to and implementing an MPM platform has implications for every aspect of your marketing operations and business.To evaluate the suitability of an MPM for your organization,conduct a comprehensive assessment of business needs,staff

134、 capabilities,management support and financial resources.Consider the following questions:How would we use a marketing attribution and performance management platform?What are the first problems that we would use it to solve?How do we currently manage our marketing campaigns?How many and what martec

135、h and adtech systems are employed in executing campaigns?Is one the“master”or dominant system?Are they tied together in any way?How many 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,y

136、ou may not need the advanced capabilities offered by a dedicated marketing attribution and performance management solution.)How do we currently analyze success?Is there a central analytics solution?How flexible is the system?Are we able to arrive at actionable insights?How do we currently determine

137、how much budget is allocated to marketing and how that spend is distributed internally and through media expenditures?Is our organization ready for a marketing attribution and performance management platform and ready to act on the insights gained by such a system?Do we have the staffing to use the

138、tool to its full capacity,or would we need to hire data analysts or train existing employees?Looking at your marketing spend in a more holistic way and allocating it accordingly may not be compatible with a department divided into media-specific silos.It may be necessary to dramatically reconfigure

139、how staff resources are deployed,possibly resulting in a need to eliminate positions or provide training.How will we define and benchmark the success of a marketing attribution and performance management system?One challenge with this type of system is that it requires the commitment of resources th

140、at might otherwise be applied to campaign management martech or adtech.Though research suggests this is likely to pay off,its important to determine how youll gauge success.Do we have management buy-in?Youll be much more successful if the C-suite advocates for rolling MPM out across the company,espe

141、cially since the software is aimed at providing CEOs and CFOs the data they seek.What is the total cost of ownership?Be sure to consider things like adding staff,training existing staff and development costs for integrations.2024 Third Door Media is a Trademark of Semrush Inc.16 https:/martech.orgMA

142、RTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideStep Two:Identify and contact appropriate vendorsOnce you have determined that a marketing attribution and performance management system makes sense for your business,research individual vendors and their capabil

143、ities by doing the following:Inventory all of your organizations adtech 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.Look at your other business management software,such as CRMs and

144、ERPs,to determine if these systems can be integrated with those of potential partners.Speak to your marketing peers at virtual events and in discussion forums to find out who is using which marketing attribution and performance management vendor and why.(Many of the vendors profiled in this report a

145、lso provide whitepapers and interactive tools that can help,and our MarTech website is an invaluable resource.)Narrow your list to those vendors that meet your criteria.Submit your list of the capabilities youve identified and set a timeframe for them to reply.Decide whether or not you need to engag

146、e in a formal RFI/RFP process.This is an individual preference.However,be sure to give the same list of requirements and integrations 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 s

147、hould reflect high-level strategic goals and key performance indicators(KPIs).For example,list your companys most important KPIs and how you will evaluate the success of your implementation.Include details about timelines and the existing ecosystem of martech and business applications you have deplo

148、yed.When written properly,an RFP will facilitate the evaluation 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.From the RFP responses,you should be able to narrow your list down to a sho

149、rt list of 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 comparisons.Make sure that all potential internal users are on the demo call or in the meeting,and pay attention to the following:How easy

150、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 vendors include:4 What platform hosting options are available(SaaS/cloud/on-premise)?4 What are my options in terms of attribution modeling?Is th

151、ere a set-in-stone pre-set formula or can I customize attribution modeling based on my own priorities?4 How do clients typically staff and manage the day-to-day operations of the solution?Do I need dedicated data scientists?What level of expertise is needed to get the full benefit of the system?4 Wh

152、at different kinds of data(e.g.,from online paid media,from website analytics and from offline media or phone calls)are available for integration and for appending?Does the vendor specialize in a particular channel,vertical or campaign objective?4 How does the platform monitor integration successes

153、and/or failures?How does it report on data variances or anomalies?The most effective RFPs only request relevant information and provide ample information about your business and its needs.2024 Third Door Media is a Trademark of Semrush Inc.17 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing A

154、ttribution&Performance Management:A Marketers GuideBefore deciding on a particular vendor,take the time to speak with several customer references,preferably individuals in a business similar to yours.4 How does the platform handle connectors and integrations with outside martech and business systems

155、?Are your must-have integrations routine and proven,or is this work the vendor will perform after adoption?4 What is the systems approach to integrating with the specific martech and adtech systems that your company uses?(Just because a connector exists doesnt mean it will necessarily work for your

156、organization and how you use that third-party platform.)4 How does the platform employ machine learning for data analytics,such as predicting customer journey trends and modeling scenarios for future budget allocation?4 Does the platform feature real-time or near-real-time connections with execution

157、 systems(e.g.,DMPs,social networks)so that you can act quickly on insights and tweak in-flight campaigns?4 What data security regulations does the platform comply with?What data security certifications does the platform have?4 Is an annual contract required?Or can we trial the solution with a short-

158、term contract?4 Will there be a price increase when I renew next year?If so,will the vendor commit to limits on annual increases?4 What are the additional fees(e.g.,setup costs,add-on features,API,quotas)?4 How long is the onboarding process typically?Will the vendor supply engineers to assist in im

159、plementation?Who will be the day-to-day vendor contact?4 What support is included in the price?What support is additional?4 Who pays if your system/team makes an error?For example,if a software bug results in overspending on a campaign or incorrect audience targeting,is the vendor responsible for co

160、vering those costs?4 Will the vendors support team work with us to test new features and assess results?Step four:Check references,negotiate a contractBefore deciding on a particular vendor,take the time to speak with several customer references,preferably individuals in a business similar to yours.

161、The vendor should be able to supply you with references if you cannot identify customers yourself.Use this opportunity to ask any additional questions and learn more about any questions that werent answered during the demo.Make sure the person youve been referred to is a primary platform user and is

162、 utilizing the features that your organization cares about.Consider also asking these basic questions:4 Why did you move to a marketing attribution and performance management platform?4 What are your use cases?What were you using before?4 Why did you select this platform over others?4 Has this platf

163、orm 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 have you seen the mos

164、t success?The biggest challenges?4 How are you measuring success?4 How easy was the set-up process,and how long did it take?Did the vendor help?4 How responsive is customer service?4 Has there been any downtime?4 What is the most useful,actionable(favorite)report the tool generates?4 What do you wis

165、h you/the vendor did differently during setup?4 Why would you recommend this platform?2024 Third Door Media is a Trademark of Semrush Inc.18 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideBefore deciding on a particular vendor,take the tim

166、e to speak with several customer references,preferably individuals in a business similar to yours.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 o

167、f choice.This is especially useful when uncertainties cant be resolved through demonstrations or conversations with references.In this scenario,youd execute on one or two important use cases.A successful trial will go a long way to settling any lingering doubts within your organization,while a failu

168、re will enable you to cut your losses and avoid being stuck with a long-term contract.Once youve selected a vendor,get a list of what technology and support are included in the contract.Ask about what kinds of additional fees might come up with questions such as:4 Are there charges for custom integr

169、ations or API access?If so,how much?4 What is the hourly charge for engineering services,and is there a minimum?4 Does the company offer consulting services to help customers take advantage of the technology and implement changes?If so,how much does it cost?4 What partner organizations are available

170、 to install and integrate the tool?4 If we need to train a new hire mid-year,what will that cost?4 What performance levels do you guarantee(response time,availability,problem resolution,accuracy,etc.),and what happens if you dont meet them?2024 Third Door Media is a Trademark of Semrush Inc.19 https

171、:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideAlthough investing in an MPM platform may pull budget from other marketing initiatives,the insights delivered through sophisticated holistic analyses of spend can help marketers better allocate the

172、ir resources.ConclusionWith marketers facing increasing pressure to demonstrate the value of the budget allocated for programs,marketing attribution and performance management solutions are tailor-made to prove how tactics and media channels contribute to the bottom line.Although investing in an MPM

173、 platform may pull budget from other marketing initiatives,the insights delivered through sophisticated holistic analyses of spend can help marketers better allocate their resources.Additionally,MPM vendors are on the front lines of dealing with changes to privacy regulations and technology shifts,s

174、o they are building with an eye to the future where cookies are scarce and users are in control of their own data.In cases where the walled gardens(e.g.,Meta,Google,Apple and Amazon)possess the data marketers need to evaluate efficacy,MPM vendors often have forged relationships to access data from t

175、hese closed systems and independently determine how to allocate credit for conversions.With all of this data and the results of analyses,marketing leaders adopting MPM can restructure their operations to more nimbly navigate changes in customer behavior and economic realities.n 2024 Third Door Media

176、 is a Trademark of Semrush Inc.20 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideTarget customer Customers in verticals such as CPG,retail,travel,hospitality,insurance,pharma,B2B and more.Company overview Founded in 2010.60

177、employees.Keen received$11M Series B funding in July 2022.Keen pivoted to a SaaS model in 2015 and is backed by six investors.Keen helps marketing leaders make data-driven decisions that build winning brands.Keens vision is to build the engine that drives the marketing technology value chain,connect

178、ing data to execution and powering decisions that enable accelerated growth and value creation.Product overview The Keen Platform empowers marketers to predict future revenue performance across all marketing channels.The system ingests data and pairs it with over 40 years of research and ten years o

179、f metadata to build a marketing mix model that helps businesses determine what to do next.Models can be delivered in weeks and updated regularly based on data availability.Customer brands receive marketing insights to help them learn from what theyve spent,pivot based on their goals and predict the

180、best path to create both short-term and sustainable value.Use cases Forecasting future revenue at different budget levels:The Keen software allows brands to predict potential revenue based on different budget levels.This can help inform budgeting decisions and optimize marketing spend.Evaluating pot

181、ential ROI on investment in new channels:Before testing out new marketing channels,Keen allows brands to see the potential return on investment.This can help determine the most effective allocation of resources.Annual budget planning:Keen can assist with annual budget planning by providing data and

182、insights on past performance and predicting future revenue based on different budget scenarios.Providing historical measurement:With Keen,brands can track and measure past performance to inform future decisions.This can help identify successful strategies and areas for improvement.Incorporating envi

183、ronmental factors into models:Keen can account for external factors such as supply chain issues and economic trends when building forecasting models.This can give brands a competitive advantage in an ever-changing market.Attribution models supported Attribution is conducted automatically through the

184、 use of algorithms.Keens Marketing Elasticity Engine and Bayesian regression model are used to create custom priors based on a clients historical time series data.The software allows marketers to simulate and strategize for potential future scenarios,considering factors such as macroeconomic conditi

185、ons and investment levels.Keen700 Park Offices Dr#150Research Triangle Park,NC Key customersChurch&DwightJM SmuckerPoppiSujaMegaFoodAthletic BrewingKey executivesGreg Dolan,Chief Executive Officer and Co-FounderJohn Busbice,Chief Decision Science Officer and FounderEllen Grantham,Chief Financial Off

186、icerMike Althoff,Chief Operating Officer 2024 Third Door Media is a Trademark of Semrush Inc.21 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideScenario planning and optimization The softwares models are designed to drive lon

187、g-term,sustainable shareholder value for brands,allowing users to optimize the top,middle,and bottom of the funnel,as well as considering timing impacts such as short-term and long-term decay rates.The models are regularly updated with new data,allowing for faster and smarter decision-making.The pla

188、tform also allows users to input various scenarios,such as different budget levels,environmental factors,and flighting schedules,to optimize their marketing strategies further.Aligning spend with goals Founded by marketers,Keen aims to bridge the gap between marketing and finance departments by alig

189、ning marketing spend with overall business goals.The companys models focus on corporate goals,reframing marketing spend as an investment in growing the brand as an asset.Media planning and orchestration Keen assists clients in finding the right spend levels for their next campaign based on the data

190、from their current campaigns that informs models.Artificial intelligence and machine learning Keens algorithms and predictive models are powered by machine learning.Analytics and reporting The platform includes models and visualizations that provide insights such as how to increase revenue/profit/RO

191、I by X%using the same budget.Marketers can also see how each tactic in their marketing strategy contributes to overall sales volume.The software considers the long-term impact of current marketing investments on future sales.By analyzing data across all time periods,marketers can identify the point

192、of diminishing returns for different tactics and determine the maximum amount to spend before it becomes less effective.Privacy Keens software does not utilize personally identifiable information(PII)or person-level data to build models.Third-party integrations Keen does not offer native integration

193、s.All integrations are done through third parties or partnerships.Pricing and support An annual contract is required.A free trial or other pre-purchase testing is available.Typical prices range from$65,000 to$85,000 per year per brand(This range is based on bi-annual or quarterly updates).Typically,

194、Keen is engaged for a hybrid program that includes software and managed services(with no billable hours for the managed services).Keen provides clients with a dedicated team that includes an account manager,success manager and technical manager to help with execution,front-line support,model impleme

195、ntation and more.Keen700 Park Offices Dr#150Research Triangle Park,NC 27709T:(717)348- 2024 Third Door Media is a Trademark of Semrush Inc.22 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideTarget customer Global enterprise c

196、ompanies with a clear marketing focus that own multiple brands and/or brands across different geographic locations.Global agencies with multiple clients across industries and geographic locations.Company overview Founded in 2012.50 employees.Mediatool concluded a series A round of 7 million in Novem

197、ber 2023,which it said it would put toward expanding in the U.S.and opening an office in New York.Mediatool is a media management SaaS start-up that helps global enterprise companies get full control of their media data for better efficiency and results on every marketing dollar spent.The company is

198、 based in Sweden(Stockholm and Malm),with offices in the U.S.,UK and France.Product overview Mediatool is a cloud-based marketing data management platform designed for global brands and agencies.It offers a single tool to plan,measure,and report on all marketing activities.The platform combines mark

199、eting plan and results data to provide a comprehensive view of campaign performance in real time.It also utilizes a standardized taxonomy to ensure consistency across data from different sources,allowing for comparisons across platforms,campaigns,regions,brands and plans.This enables marketers to ma

200、ke data-driven business decisions.Use cases Streamlining media management:This software allows users to create a centralized source of information and implement standardized plans,naming conventions and tracking codes for all brands.This promotes a consistent way of working across all locations.Conn

201、ecting marketing plans to campaign results:With this software,users can link campaign data to their marketing plans in real time.This enables them to create reports that provide an overview of actual results compared to planned estimates.This allows for quick identification of underperforming activi

202、ties and the ability to optimize campaigns for better results.Integrating with martech stacks:The API connectivity of this software allows users to seamlessly integrate it with other external or internal systems.This enables the platform to receive data from various sources and connect it to marketi

203、ng plans.This also allows for the quick generation of reports to review results.Attribution models supported Tracks both offline and online channels.Mediatool is currently testing long-term attribution models.Scenario planning and optimization This functionality is currently not available through th

204、e platform.MediatoolNybrogatan 11,13146 Stockholm SwedenT:467-086-Key customersHeinekenH&M GlobalPUIG AA GlobalEste LauderKindredElkjp GlobalKey executivesAlexander Hgman,Co-founder and Chief Executive OfficerMagnus Ohlin,Co-founder and Chief Product OfficerLudwig Magnusson,Co-founder and Chief Tech

205、nology OfficerJoakim Landberg,Co-founder and Chief Security Officer 2024 Third Door Media is a Trademark of Semrush Inc.23 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideAligning spend with goals Marketing team members can u

206、se automated custom reports based on organizational goals and objectives to connect campaign results with company objectives.Mediatool creates a clean data structure that can be fed into any BI platform for further analysis.Media planning and orchestration This functionality is currently not availab

207、le in the platform.However,Mediatool says its developing a predictive modeling tool that will consider data history and give suggestions on how to plan future campaigns based on that historical information.Artificial intelligence and machine learning Mediatool plans to develop AI solutions to help c

208、ustomers get faster and easier access to their data,but this isnt currently available.Analytics and reporting The software allows users to create reports with specific information,either for individual users or for a campaign,using live data from connected channels.Typical reports include comparison

209、s of paid media results to planned activities,budget spend as well as cost per click,visit,acquisition or lead.The software also offers insights into the performance of different creative and messaging strategies.A customizable dashboard allows for easy comparison of media mix and provides a compreh

210、ensive overview of campaign performance.Collaboration and workflow management Mediatool offers a“Conversations”feature that connects all discussions related to a specific marketing plan.This allows users to share briefs,ideas,and feedback on plans,dashboards,creative assets,and more by starting a co

211、nversation linked to a specific marketing activity.The software also includes a Delivery Plan section,facilitating collaborative uploading and discussion of creative materials.Users can upload images,videos,and documents,attach notes and delivery addresses and mark off delivered creative content.Pri

212、vacy Data privacy is incorporated into the Mediatool product development lifecycle.Data is stripped so there is no connection to a person in order to ensure compliance with privacy laws such as GDPR and CCPA.Third-party integrations Mediatool has API connections with the most sought-after media vend

213、ors in the industry,and it adds new connections based on client needs.Pricing and support An annual contract is required.No free trial or other pre-purchase testing is available.SaaS-based pricing structure set up per/user,per/month.Accounts have a minimum of 15 users.Customer support is included du

214、ring normal business hours(9 a.m.to 5 pm CET)via intercom live chat in the app.Each customer is assigned a dedicated Customer Success Manager who is available for regular inquiries and consultation.Add-on integration support and Customer Success consultations are available for larger initiatives and

215、 projects requiring a lot of time or developer support.MediatoolNybrogatan 11,13146 Stockholm SwedenT:467-086- 2024 Third Door Media is a Trademark of Semrush Inc.24 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideTarget cust

216、omer Enterprise and mid-market global companies across several key verticals:retail,financial services,insurance,technology,travel and hospitality,healthcare,media and CPG.Company overview Founded in 2007.50 employees.OptiMine delivers expert guidance,consulting support and measurement and optimizat

217、ion technology.OptiMines agile measurement,attribution,scenario planning and optimization solution delivers fast,detailed and actionable guidance for higher ROI.Product overview OptiMine offers its measurement and optimization solution through four products:OptiMine Insight,OptiMine Inspire,OptiMine

218、 Intent,and OptiMine Performance Pacing Reporting.These products allow marketers to measure the incremental contributions of ads and marketing channels,identify immediate performance lift within managed channels,plan and optimize budgets across all channels and outcomes and provide real-time perform

219、ance reporting for ongoing campaign execution.The software is privacy-forward and unaffected by privacy changes,data loss and state-by-state regulations,as it does not use any PII,identity data,cookies,tags or tracking.It also utilizes advanced AI-based optimization algorithms to deliver highly deta

220、iled budget allocation,performance forecasts and performance lift.Use cases Analyzing incremental contributions:Users can determine the specific contribution of marketing campaigns to their brands conversion touchpoints.The software also provides insights into the location and level of contribution.

221、Determining the details of conversion performance:Marketers can analyze the impact of their brands marketing channels and campaigns on conversion performance across various segments and sub-segments.This includes factors such as new vs.existing customers,loyalty program vs.non-member activity,app do

222、wnloads and installs by device type,sales by product type and subtype,conversions by geography and more.Optimizing spend level:Marketers use OptiMine to determine the ideal budget for a particular channel or campaign,taking into account diminishing returns and expected performance at different inves

223、tment levels.Analyzing organic performance:Marketers can evaluate the true organic performance of their brand and identify which aspects are driven by marketing efforts,including specific campaigns.Performing budget optimization:Users can uncover insights into the best budget allocation for maximizi

224、ng sales lift,as well as identifying potential budget cuts that will have the least damaging impact.Allocating future budgets:Marketers can make informed decisions about budget allocation for future time periods based on the expected performance impact.Attribution models supported OptiMine offers a

225、unified solution that combines high-scale econometric models for both top-down and bottom-up measures.OptiMine1400 Van Buren St.NE Ste 200Minneapolis,MN Key customersAflacAmazonBest BuyDeloitteLenovoTruistKey executivesMatt Voda,Chief Executive OfficerRob Cooley,Chief Technology OfficerChristine Den

226、nis,Senior Vice President,Client Success 2024 Third Door Media is a Trademark of Semrush Inc.25 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers Guide OptiMine believes its methodology avoids issues such as gaps,conflicting answers

227、 and divergent guidance that may occur with other unified solutions that attempt to merge MTA and MMM.OptiMines models allow for campaign-level measurement across both digital and traditional media and their impact on both online and offline outcomes.OptiMines solution is privacy-safe and future-pro

228、of,as it does not use any identity data and is not affected by the current data loss in the market.Scenario planning and optimization OptiMine offers real-time,tactical scenario planning and optimization at the channel and campaign level.The software also provides strategic,full-budget media plannin

229、g and optimization scenario planning.These capabilities cover both short-term(real-time)and long-term(for any future time period)scenario planning.Marketers can choose any key performance indicator(KPI)or metric to optimize across the funnel.The software generates highly detailed and precise playboo

230、ks for investment allocation guidance and expected outcomes.OptiMines scenario planning tools are fast and offer rich visualizations.OptiMines scenario planning tools offer rich visualizations that can eliminate the need for other means of communication such as PowerPoint presentations.Aligning spen

231、d with goals OptiMine measures at the campaign level without using PII,cookies,cross-device graphs or identity data.The algorithms used by OptiMine can deliver measurements for any corporate goal or objective.OptiMines models measure the incremental impacts of advertising on any outcome using high-s

232、cale econometrics.This allows brands to tie specific KPIs to overall goals or objectives.Marketers can use these objectives for optimization and scenario planning.OptiMines software allows for the generation of multiple what-if scenarios to optimize the objective.Most of OptiMines customers measure

233、three or more outcomes.Media planning and orchestration The software captures rich dimensional campaign information,such as creative,format,device,geo and audiences/segments.These dimensions can be used flexibly to measure and plan future campaigns.The platform provides a full library of detailed an

234、d secure feeds for orchestration with third-party platforms and business intelligence.This allows for custom orchestration solutions for enterprises based on specific requirements,platforms and processes.Artificial intelligence and machine learning OptiMine leverages ML in its optimization algorithm

235、s,enabling them to yield more precise guidance in a fraction of the time,according to the company.These advances allow for detailed planning guidance and high-scale scenario planning and optimization runs that return results and guidance in a fraction of the time of consulting-driven optimizations.A

236、nalytics and reporting OptiMine offers a web-based interface and toolset for marketers and analytics professionals.The interface provides reports,dashboards,planning tools,and report creation that are accessible on any device.New features are released every two weeks and are included in the SaaS Opt

237、iMine1400 Van Buren St.NE Ste 200Minneapolis,MN 2024 Third Door Media is a Trademark of Semrush Inc.26 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers Guidelicense without extra charges.Collaboration and workflow management OptiMi

238、nes collaboration and workflow features are centered on the scenario planning and media plan optimization processes.Users can create,save and share unlimited scenario plans with convenient tagging and organization features.Access to these collaboration capabilities is governed by user roles.Privacy

239、OptiMine uses no cookies,tags,cross-device graphs,or identity data.As such,OptiMines solution is unimpacted by industry and regulatory privacy changes.Third-party integrations OptiMine offers API connectivity with popular ad platforms and web analytics tools,streamlining data onboarding and improvin

240、g deployment speed without the need for IT involvement.OptiMine utilizes its partner network to access POS and retail sales data.This allows for additional data inputs for modeling and analysis.Pricing and support An annual contract is required.A free trial or other pre-purchase testing is available

241、.Pricing for OptiMines software is not publicly disclosed.Its pricing approach is based on the number of Key Performance Indicators(KPIs)measured and the frequency of model refreshes.OptiMine includes project management,custom extract/transform/load(“ETL”)and full data onboarding for our brands to s

242、upport their ongoing model refreshes without extra fees.OptiMine also provides extensive consulting services with teams of deeply experienced marketing and analytics professionals covering decision guidance,readout support,ad hoc analytics,custom analytics builds,BI and data science engineering,chan

243、ge management and executive advisory.These services are billed on a time and materials basis.OptiMine1400 Van Buren St.NE Ste 200Minneapolis,MN 2024 Third Door Media is a Trademark of Semrush Inc.27 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Manage

244、ment:A Marketers GuideTarget customer Marketing analytics teams,Chief Marketing Officers and digital marketing leaders,across brands,agencies and publishers.Company overview Founded in 1999.73,000 employees.The companys recent acquisitions include Spiff in 2023,Slack Technologies in 2021 and Evergag

245、e(personalization platform)in February 2020.Salesforce helps companies connect with customers with its pioneering Data+AI+CRM+Trust formula.This lets brands embrace artificial intelligence,democratize AI with low-code tools and accelerate productivity with AI in the flow of work.Salesforce Customer

246、360,the companys complete portfolio of products,unites teams around the customer on a single integrated,open,metadata-driven platform with built-in automation and intelligence.Salesforce has offices in more than 30 countries.The company does not disclose employee or customer count by product line.Pr

247、oduct overview Salesforce Marketing Cloud Intelligence gives marketers insight into their marketing campaign performance and actionable recommendations to optimize their marketing spend and strategies across channels to maximize ROI,customer value and business impact.Marketing Cloud Intelligence uni

248、fies cross-channel marketing spend and performance data with business outcomes in one system of record,empowering marketers with AI-driven insights to take real-time action and measure impact to increase customer engagement,eliminate budget waste and drive growth.Use cases Media performance optimiza

249、tion:The solution connects and harmonizes data from various sources,such as platforms,regions and teams,to automate the process of preparing and analyzing data.The goal is to improve marketing budget performance through the use of AI bots and dashboards.Sales/ecommerce optimization:Marketers use the

250、 platform to connect and harmonize data from marketing and ecommerce platforms.The software visualizes this data and provides insights that can be shared with teams for real-time optimization.Marketing data ETL:Users can use a consistent data taxonomy to prepare marketing data for analysis.The softw

251、are then automatically exports the data to third-party systems,facilitating the alignment of marketing efforts with those of the overall enterprise.Automated marketing reporting and insights:The software automatically connects all first-party data sources to marketing data and uses AI to uncover new

252、 insights.This helps with attributing the marketing pipeline,tracking performance and optimizing campaigns in real time.Attribution models supported The out-of-the-box multi-touch attribution app allows customers to choose the model that fits their business needs.The app offers linear,final touch,la

253、st touch and time decay,and also allows for the creation of custom models.Salesforce415 Mission StSan Francisco,CA Key customersBuild-a-Bear IBM Land O Lakes Marriott NI Pernod RicardKey executivesMarc Benioff,Chief Executive Officer and Co-FounderSteve Hammond,Executive Vice President and General M

254、anager,Marketing Cloud 2024 Third Door Media is a Trademark of Semrush Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers Guide Customers can also build models integrating marketing mix modeling(MMM)data to optimize their adve

255、rtising mix and promotional tactics,utilize those results alongside forecasted annual plans and measure it against actual delivery data.Salesforce Marketing Cloud Intelligence harmonizes the data and visualizes MMM outputs with current delivery data to provide insights around ROI and media effective

256、ness.Marketers can build an MMM repository by ingesting historical studies.Scenario planning and optimization Salesforce offers an add-on package called Media Impact Optimization that includes intelligent media tools,visualizations and AI technology.The solution allows users to allocate media budget

257、s strategically,pace media buys and reconcile media data for faster and more agile reporting.The Media Impact Optimization solution consists of the Media Planning Center and the Media Transparency Center.The Media Planning Center offers advanced planning analytics and AI-powered performance forecast

258、ing to inform data-driven decisions.The Scenario Planning module within the Media Planning Center allows for the creation of multiple scenarios and provides forecasted performance based on five statistical methods.Customers can also use the Einstein Budget Recommendations feature,which automatically

259、 runs and selects the best scenario from thousands of options.The Media Transparency Center helps with in-flight pacing,discrepancy analysis,billing,and reporting by automatically reconciling planned and delivered spend.Aligning spend with goals Users can create Goals within the platform to track KP

260、Is,monitor progress and make necessary adjustments for improved efficiency and effectiveness.The platform also allows customers to create Goal Widgets for easy visualization on their dashboard.Customers can set up alerts and dashboards to monitor corporate KPIs and benchmark goals and receive notifi

261、cations if a KPI exceeds or falls below a certain threshold.The Media Pacing app enables customers to set goals for paid media,such as a specific number of clicks over a certain time period and track the progress on a daily,weekly,or custom schedule.Media planning and orchestration Marketing Cloud I

262、ntelligences media planning center lets advertisers create plans for strategically allocating advertising budget at any level(channels,platforms etc)in the first stage of the media planning process.It leverages historical performance to forecast what the future performance is likely to be and recomm

263、ends more cost effective budgeting decisions customers can take action on.There is no need to import or export data and customers always have full and immediate access to their historical data related to budget allocations.Customers can also use AI-powered scenario planning to compare multiple versi

264、ons of the same plan by their projected KPIs to immediately identify the plan that will deliver the best results.Marketing Cloud Intelligence offers various orchestration features such as Intelligence Insights for Slack,sharing and embedding options as well as the ability to create action rules for

265、third-party platforms.Artificial intelligence and machine learning TotalConnect is a universal AI-powered connector that integrates and maps any marketing data source with AI.The software automates manual data Salesforce415 Mission StSan Francisco,CA 2024 Third Door Media is a Trademark of Semrush I

266、nc.29 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers Guidecleansing and mapping through built-in AI and machine learning.This eliminates time-intensive,manual processes and allows marketers to focus on maximizing marketing perfor

267、mance.Einstein Marketing Insights uses AI to surface both positive and negative drivers of KPIs in an easy-to-read dashboard.The insights provided help marketers understand the reasoning behind their cross-channel performance.The Media Planning Center allows for centralized creation,management,and a

268、nalysis of media plans.Einstein AI identifies budget optimization opportunities and helps marketers decide where to spend their budget.The Media Planning Center also offers forecasting and comparison capabilities,as well as the option for Einstein to automatically create a plan for maximum ROI.Analy

269、tics and reporting Marketing Cloud Intelligence reports can be automated and delivered in various formats and destinations.Users can connect their marketing data to other BI platforms using query API and database export features.Native integration with Tableau and pivot tables is available for ad ho

270、c analysis.The Data Canvas dashboarding tool includes more than 60 widgets and AI-powered InstaBrand.Customers can analyze and share findings using the share,embed,and action features.Over 40 Marketplace apps automatically connect and visualize data for specific use cases.These include Email-to-Web

271、Conversion,Search Keyword Insights and E-commerce Optimizer.Collaboration and workflow management A built-in Slack integration allows for easy collaboration and sharing of full pages or specific widgets.Visual and custom text can be shared directly to Slack with the click of a button.Additionally,al

272、erts can be set up to send Slack messages when a certain threshold is reached,ensuring teams can respond quickly.Email functionality allows for easy sharing and collaboration of dashboards and specific widgets.Alerts can be created to send emails when a certain threshold is met,allowing for real-tim

273、e decision-making.Privacy Marketing Cloud Intelligences data governance features,such as sandbox mode,automated alerts and data ingestion,help ensure that data is securely managed and accessed.The platform also uses multi-factor authentication(MFA)to verify user identities and prevent unauthorized a

274、ccess.The session timeout feature automatically logs out users after a designated period of inactivity.Marketing Cloud Intelligence offers single sign-on(SSO)capabilities,allowing administrators to grant team members access through a central identity provider.Third-party integrations The TotalConnec

275、t feature is a machine learning powered,universal connector that can read and process any data source and map it to a marketing data model.With unlimited capacity,it doesnt rely on any pre-set API connection or file organization.Salesforces API connector library provides access to a library of more

276、than 170 marketing APIs covering the full spectrum of martech and adtech ecosystems,including social,search,display,video,programmatic,web analytics,CRM,email and more.Automated data modeling and mapping of all outputs of the data source are built into the functionality of each API Connector.Salesfo

277、rce415 Mission StSan Francisco,CA 2024 Third Door Media is a Trademark of Semrush Inc.30 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuidePricing and support An annual contract is required.No free trial or other pre-purchase t

278、esting is available.Pricing is based on the number of data rows and seats needed.Available plans include:Starter:$3,000/month billed annually.Growth:$10,000/month billed annually.Plus:Quotes available.Add-ons are available.All Intelligence plans include Salesforce Premier Support.Add-on packages inc

279、lude:Jump start:Implementation offering to get customers up and running in four to eight weeks.Advisory services:Monthly engagements that include strategy workshops,data audits,solution designs,readiness assessments,operational assessments and managed services.Salesforce415 Mission StSan Francisco,C

280、A 2024 Third Door Media is a Trademark of Semrush Inc.31 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideTarget customer Enterprise and midmarket companies across all verticals and geographies,primarily serving CMOs,digital t

281、ransformation officers,CX leaders and customer analytics groups.Company overview Founded in 1976.11,764 employees.SAS provides martech,advertising,analytics and decisioning solutions that let marketing organizations unify,extend and activate customer data,accelerate and automate marketing planning,o

282、rchestrate customer journeys and measure the impact of marketing activity across channels,devices and points in time.Product overview SAS Customer Intelligence 360 is an enterprise multi-channel marketing hub with embedded real-time CDP capabilities.SAS Customer Intelligence 360 provides a hybrid da

283、ta architecture that doesnt require marketers to lift and shift all data into the cloud to use it.The dynamic data collection technology creates a detailed customer profile with consolidated customer-level interactions,synchronized online and offline customer data and linked known and unknown digita

284、l activity.Adaptive planning,out-of-the-box performance insights,AI-driven attribution,journey activation and a real-time decision engine enable the creation of real-time,moments-based customer experiences.Embedded AI,reinforcement learning,A/B,multiarmed bandit and multivariate testing facilitate N

285、BO and journey management activity within and across individual customer journeys that extend beyond marketing to encompass the entire customer experience.Additional products include SAS Intelligent Decisioning(enterprise decisioning engine)and SAS Event Stream Processing(high-volume streaming data

286、platform).Use cases Omni-channel journey management:Users can employ real-time contextual insights and journey analytics to manage individual customer journeys.The system prioritizes both customer satisfaction and company objectives,allowing for a seamless and personalized experience across all chan

287、nels.Analytically driven attribution and measurement:Marketers can accurately measure their marketing ROI through attribution mechanisms.This feature allows for the identification of what is and is not working,providing valuable insights for future campaigns.Real-time enterprise decisioning:Users ca

288、n integrate complex decision flows,utilizing AI,ML,and business rules,into the customer journey workflow.Actionable real-time customer data:The software allows for creating comprehensive customer profiles using both online and offline data.Known and unknown identities can be synchronized and identit

289、y management can be done dynamically.This data can then be utilized to inform customer journeys,measurements,and decisions in real time.Audience creation and management:Marketers can define and activate audience data from various cloud-based sources,such as Snowflake and GBQ.The software directly co

290、nnects to SAS Customer Intelligence 360,allowing for control over data movement and the ability to transfer only the necessary data for personalization.SAS Customer Intelligence 360SAS Campus DriveCary,NC 27513T:800-727-0025 Key customersThe Royal Dutch Football Association(KNVB)Ulta BeautyThe Natur

291、e Conservancy SBI General InsuranceTelefonicaKey executivesJim Goodnight,Co-Founder and Chief Executive OfficerJennifer Chase,Executive Vice President and Chief Marketing OfficerBryan Harris,Executive Vice President and Chief Technology OfficerJay Upchurch,Executive Vice President and Chief Informat

292、ion Officer 2024 Third Door Media is a Trademark of Semrush Inc.32 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideScenario planning and optimization Comprehensive A/B and multivariate testing capabilities are included in the

293、 SAS software.These testing capabilities are available at various levels,including content,offer,campaign and customer journey.The software also features an embedded multi-arm bandit algorithm for faster testing and multi-level control group options.Users are alerted when a winning test variation is

294、 determined and can deploy it immediately.The solution also has the ability to automatically discover winners for subsegments in the test.The software offers the design of experiments based on factorial reduction,which can significantly reduce test size.It also provides features for content delivery

295、,response capture and analysis.Treatment reports are available to display offer performance over time.Profiles,rules,and analytics can be combined for both real-time and batch campaigns.Users can dynamically adjust priorities and offers down to the individual level.Aligning spend with goals Users ca

296、n associate marketing objectives with expected results for each marketing program,campaign and corporate objective.Attribution capabilities provide multiple,customizable hierarchies(KPIs and conversion goals)that provide the ability to test,measure and implement marketing activities tied to differen

297、t levels of strategic goals.Marketers can track spending and schedules at multiple levels from the marketing plan level down to the campaign level as market conditions change throughout the year.Stakeholders can gain full visibility into marketing plan objectives and schedules and can create and app

298、rove plans collaboratively and transparently.Users can create and store marketing plans along with comprehensive supporting information in a centralized repository that enables easier management,tracking and retrieval.Provides integrated and aligned budget tracking.This information is then used to c

299、reate and automatically update marketing plans and calendars.Media planning and orchestration The software offers guided analytics that utilize SAS analytics and journey optimization capabilities,allowing for predictive marketing.Integrated analytics guides enhance the intelligence of business and m

300、arketing analysts by providing features such as automatically derived segmentation,analytical targeting for look-alike segmentation and applied optimization.Automated segment discovery is also supported for A/B tests,with the software recommending a winning variant and searching for sub-segments tha

301、t performed better when displayed challenger variants,as long as they meet a statistically significant threshold.The software creates and utilizes profiles,analytics,contextual insights,transactions,interactions,and campaign results to recognize customers,understand context,arbitrate decisions,orche

302、strate offers,manage journeys,and capture interaction data in real-time and across channels.Real-time optimization,based on neural nets,is available and can be applied to multiple offers and campaigns over set or rolling time periods.Artificial intelligence and machine learning SAS offers interactiv

303、e analysis of both online and offline data through data visualization,predictive analytics and machine learning.The software includes an algorithmic workbench for NBA modeling,propensity modeling,churn and more.SAS Customer Intelligence 360SAS Campus DriveCary,NC 27513T:800-727-0025 2024 Third Door

304、Media is a Trademark of Semrush Inc.33 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideModels can be created using code or a GUI,and include logistic/linear regression,decision trees,gradient boosting,random forests and neura

305、l networks.Model scores can be integrated into the SAS Customer Intelligence 360 profile for targeting,audience segmentation,personalization,offer arbitration/assignment and journey orchestration.Integration can be done through APIs.Built-in machine learning capabilities allow for product recommenda

306、tions,MVT,segment discovery and access to over 50 predictive algorithms,from linear regression to gradient forest.Marketers can use pre-built machine learning tasks or create their own models using open-source or SAS,and easily integrate them into SAS Customer Intelligence 360.Analytics and reportin

307、g SAS Customer Intelligence 360 software offers pre-built reports for various aspects of marketing,such as planning,campaign,channel,testing and more.The software includes both automated and ad hoc reporting capabilities within a unified reporting data model.Reports can be accessed on any device,inc

308、luding mobile and tablets,as well as through MS Office applications and PDFs.The software supports third-party analytic and reporting tools.Reporting workspaces are persona-based,allowing for flexible report design and delivery through infographics,widgets,graphs and alerts.Report elements allow for

309、 drill-down and corrective action,as well as mouseovers and queues.The software also includes automated insights detection,which can create segments and campaigns from guided analytics capabilities within reports.Collaboration and workflow management Workflow components and predefined templates let

310、users define detailed process steps and timelines for creating marketing deliverables including:Define detailed process steps and timelines for creating marketing deliverables.Designate internal employees,external marketing partners,and vendors as owners,contributors,approvers or reviewers.Create,ma

311、nage,and deliver email,web,direct,and mobile campaigns through a single interface and workflow.Create and select the most appropriate audiences to target for acquisition,retention,and loyalty campaigns with graphically driven selection tools that provide access to data and analytics All modules shar

312、e a common SAS code base,so all products are integrated for collaboration across the various capabilities.Users can collaborate across marketing measurement,planning and execution.The solution leverages shared services,capabilities and data such as email or mobile in multi-channel journeys and analy

313、tics,including transactional data in the real-time CDP.All modules have API and data-level sharing,with UI hooks where needed.Common capabilities across modules include a real-time CDP,general data management,data storage and data access,metadata,analytics,reporting,DAM/MAM,journey building,workflow

314、,visualization,UI components and other common services(sign on,APIs,SDKs,admin,etc.).Privacy Purpose-built to help marketers shore up their toolkits in preparation for increasing privacy regulations,including but not limited to the loss of the third-party cookie.SAS Customer Intelligence 360SAS Camp

315、us DriveCary,NC 27513T:800-727-0025 2024 Third Door Media is a Trademark of Semrush Inc.34 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers Guide Facilitates the collection and management of zero and first-party data as a part of a

316、 first-party data strategy that allows marketers make the most of the data they can collect.The solution provides the following critical components of a first-party data strategy:Merge online and offline customer identities for a more complete view of the customer.Apply AI and ML driven analytics in

317、 real-time to make the most of first party data.Deep dive into spend effectiveness with algorithmically driven attribution.Deliver a consistent personalized customer experience,over every channel to drive the value needed to get customers to authenticate.Third-party integrations The SAS products hav

318、e native connections,a common code base,API and data-level sharing,with UI hooks where needed for integration across its own modules and adjunct products.Out-of-the-box connections to cloud-based data sources such as Snowflake,GBQ,etc.are provided which allow users to create audiences directly again

319、st their cloud data stores from within SAS Customer Intelligence 360.Data is uploaded to SAS only when needed for personalization.For additional external integrations,an API connector framework is included with the solution and supports integration with any external systems that are APl friendly.Bi-

320、directional out-of-the-box and custom-developed connectors are available across SFA/CRM,digital commerce,content management,digital asset management,product information management,and call center applications.Supported connections include Salesforce Sales Cloud,Microsoft Dynamics 365 Sales,SAP Sales

321、 Cloud,NetSuite,SugarCRM,Oracle CX Sales Cloud,Acquia,Adobe Experience Manager,Progress Sitefinity,Sitecore,WordPress and others.Pricing and support An annual contract is required.A free trial or other pre-purchase testing is available.SAS Customer Intelligence 360 has a flat-rate annual fee plus a

322、subscription based on industry standard metrics such as number of customers,number of licensed users or storage.Usage is metered and overages are charged monthly.Average deal size is$50,000 to$250,000,depending on configuration metrics such as number of users and usage.SAS provides a broad array of

323、services including hosting,cloud infrastructure,implementation,industry/vertical specific consulting,best practices,education and training and product support.User groups,a customer advisory board and innovation councils are provided as part of the SAS Customer Intelligence 360 business line,as well

324、 as via SAS and third-party sponsored industry groups.SAS provides customer care for no additional charge,and has premium offerings for customer care/technical support/consulting.This is available from both SAS and/or partners.SAS has a team of customer success managers(CSMs)dedicated specifically t

325、o SAS Customer Intelligence 360 around the globe tasked with solution onboarding,adoption and customer maturity.Project managers are assigned to implementation,deployment,and use case realization.Solution audits(aka Customer Experience Transformation(CET)workshops)can be performed if needed to under

326、stand issues and also measure ROI realization.SAS Customer Intelligence 360SAS Campus DriveCary,NC 27513T:800-727-0025 2024 Third Door Media is a Trademark of Semrush Inc.35 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideTar

327、get customer Enterprise and mid-size brands across all major industries,including automotive;financial services;insurance;telecommunications;media and entertainment;retail;restaurants;travel and hospitality;and consumer goods;as well as publishers,platforms and agencies.Company overview Founded in 1

328、968.12,000 employees.TransUnion has expanded its TruAudience Marketing Solutions to include Neustar marketing solutions.Neustar was founded in 1995 and was acquired by TransUnion in December of 2021,marking its largest acquisition to date.TransUnion is a global information and insights company that

329、creates a profile of each person:an actionable view of a consumer,stewarded with care.Through acquisitions and technology investments,TransUnion has developed solutions that extend beyond its foundation in credit reporting into areas such as marketing,fraud,risk and advanced analytics.Product overvi

330、ew TruAudience Marketing Solutions assists marketers in improving the effectiveness of their marketing strategies.It offers features such as identity management,audience segmentation,omnichannel marketing activation,marketing attribution and optimization and data collaboration.Additionally,TruAudien

331、ce Analytics provides cross-platform and consumer-level measurement for both online and offline channels,allowing advertisers to make real-time adjustments to their marketing mix,campaign tactics and audience targets in order to maximize their return on ad spend.Use cases Understanding what is impac

332、ting the effectiveness of marketing spend:TransUnions Analytics Solution provides advanced attribution and marketing mix modeling solutions that allow marketers to continuously measure and improve their return on investment and incremental revenue contribution.This allows for a deeper understanding

333、of the factors that impact the effectiveness of marketing spend.Identifying best performing marketing channels:Marketers can identify the best performing marketing channels through testing and experimentation.This allows for data-driven decision making when it comes to allocating resources to different channels.Comparing hundreds of marketing investment scenarios for improved media planning:The so