Marketing Attribution & Performance Management: A Marketer’s Guide

Without demonstrable proof that marketing initiatives are driving business results, marketers’ budgets are easy pickings for leaders seeking to improve profitability or just keep the business afloat during challenging times. A marketing attribution and performance management (MPM) tool employs statistical modeling and machine learning to holistically evaluate the performance of a company’s marketing initiatives on bottom-line impact. It helps marketers allocate future spend and bring it in line with business goals. MarTech's latest publication of "Marketing Attribution & Performance Management: A Marketer’s Guide" examines the market for marketing attribution and performance management tools and the considerations involved in implementation. The 57-page report reviews the growing market for marketing attribution and performance management tools.