6DECEMBER 2020Debra MorganEditorialDebra MorganManaging Editoreditor@marketingtechoutlook.comToday, digital marketing is not about choosing the right channel but understanding the customer journey and multi-channel method to reach the target audience. The answer to understanding the customer journey lies with marketing attribution. Giving credit to the best channels while eliminating underperforming ones is data-driven attribution in digital marketing with artificial intelligence and machine learning tools. Marketers are relying on AI to analyze customer behavior and search patterns using data from different sources to build a marketing strategy. Currently, there is a wide variety of marketing attribution models, but the rising trend is multichannel marketing attribution modeling. This enables better tracking of the customer journey to identify the right channel responsible for higher conversions or sales. Marketers are not only using different marketing channels at the same time but also various devices. Since customers use a number of devices to start their purchase, cross-device attribution is something that marketers cannot afford to overlook. The future is being characterized by smart attribution delivering increasingly insightful intelligence everywhere marketers connect with buyers. In this edition of MarTech Outlook, we bring you the story of some of the most successful marketing attribution solution providers that deliver the best outcomes for their clients. This edition also offers a combination of thought leadership from subject matter experts with real-life stories on fostering robust partnerships and exclusive insights from CIOs and CXOs. We hope this edition will provide you with the right assistance in choosing the marketing attribution solution providers according to your requirements.Let us know your thoughts!Connecting Marketing to RevenueCopyright © 2020 ValleyMedia, Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.Emaileditor@martechoutlook.comsales@martechoutlook.commarketing@martechoutlook.com DECEMBER - 27 - 2020, volume 06 - 18 (ISSN 2644-254X) Published by ValleyMedia, Inc. To subscribe to MarTech OutlookVisit www.martechoutlook.comManaging EditorDebra MorganEditorial StaffSalesAaron Pierce Alvina Rego Abhilash P. JoseRose DcruzJoshua ParkerPaul BarberVisualizerVincent Georgevincent@martechoutlook.com*Some of the Insights are based on the interviews with respective CIOs and CXOs to our editorial staffRonald Donovan
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