Not news: Marketing attribution, never a simple thing, is becoming increasingly complex.
News: AI-powered forecasting is rapidly 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 deem 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 untapped opportunity. Among those leveraging AI, the primary applications are predicting customer behavior (29%) and analyzing large datasets for improved attribution accuracy (27%). However, the fact that 8% of users are unsure about AI’s specific role within their platforms underscores the need for greater transparency and education in this area.
The full report can be found here. (No registration required.)
Now, here are this week’s AI-powered martech news and releases.
- Marketeam.ai launched Jane, an AI specialist for content marketing and SEO. Jane joins Maya, the AI brand analyst launched in August, to offer data-driven marketing solutions.
- DoubleVerify (DV) launched DV Attention for Publishers, a solution that provides publishers with insights to maximize the value of their advertising inventory.
- Exclaimer integrated its email signature management solution with 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 partnered with Dun & Bradstreet to use Truepic’s image authentication for real-time business verification.
- Marchex released industry-specific AI solutions to help marketers make data-driven decisions. These solutions offer features like lead scoring, customer behavior tracking, and marketing campaign optimization.
- Openprise announced AI-agent Factory, a set of AI capabilities built into their RevOps Data Automation platform. AI-agent Factory allows marketing and sales operations professionals to build AI-powered data management solutions without needing IT support.
About the author
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, 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, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.