This is nothing new: marketing attribution, which is never a simple thing, is becoming more and more complex.
News: AI-driven forecasting is quickly gaining popularity as a desired feature in marketing attribution platforms, according to a new report from Ascend2.
While still a niche feature, 29% of marketers now consider it crucial, a significant increase from 13% in 2023.
Despite this growing interest, 35% of organizations have yet to adopt AI for marketing attribution. This represents a substantial and untapped opportunity. Among those leveraging AI, the top applications are predicting customer behavior (29%) and analyzing large data sets to improve attribution accuracy (27%). However, the fact that 8% of users are unsure of the specific role of AI within their platforms highlights the need for greater transparency and education in this area.
The full report can be viewed here. (No registration required.)
Now here is this week’s news and publications on AI-based martech technologies.
- Marketeam.ai launched Jane, an AI specialist for content marketing and SEO. Jane joins Maya, the AI brand analyst launched in August, to deliver data-driven marketing solutions.
- DoubleCheck (DV) launched DV Attention for Publishers, a solution that provides publishers with insights to maximize the value of their advertising inventory.
- Exclamation has integrated its email signature management solution into HubSpot. This allows for targeted content and personalized calls to action in email signatures.
- Honcho launched new AI tools to simplify website building for startups and small businesses.
- Truepic has partnered with Dun & Bradstreet to use Truepic’s image authentication for real-time business verification.
- Marchex has released industry-specific AI solutions to help marketers make data-driven decisions. These solutions offer features such as lead scoring, customer behavior tracking, and marketing campaign optimization.
- Openprise announced AI-agent Factory, a set of AI capabilities integrated into their RevOps data automation platform. AI-agent Factory enables marketing and sales operations professionals to create AI-powered data management solutions without the need for IT support.
About the author
Constantine von Hoffman is editor-in-chief of MarTech. A veteran journalist, Con has covered business, finance, marketing and technology for CBSNews.com, Brandweek, CMO and Inc. He was an editor at the Boston Herald, a news producer at NPR and has written for Harvard Business Review , Boston. Magazine, Sierra and many other publications. He has also been a professional stand-up comedian, has lectured at anime and video game conventions on everything from My Neighbor Totoro to the history of dice and board games, and is the author of the realistic novel and magical John Henry the Revelator. He lives in Boston with his wife, Jennifer, and too many or too few dogs.
