How Artificial Intelligence Could Change Attribution Tools - eMarketer
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eMarketer Interview

How Artificial Intelligence Could Change Attribution Tools

Preview from eMarketer PRO

An interview with

Julie Lyle

Chief Revenue Officer, DemandJump

Topics: Marketing

Interview summary

The marketing technology landscape is busy, but there isn’t a solution out there for everything. Multitouch attribution solutions that help marketers map their customers’ path to purchase, for example, are still scarce. Julie Lyle, chief revenue officer at acquisition marketing platform DemandJump, spoke with eMarketer’s Maria Minsker about how artificial intelligence (AI) could improve attribution solutions and enable marketers to paint a fuller picture of the customer journey.


eMarketer: What’s missing from the marketing technology landscape today?

Julie Lyle: There are over 5,000 different marketing technology tools in the marketplace today, but more than 90% of them are pointed at retention, cross-selling, upselling and loyalty—extracting the greatest value from a customer or a prospect once they’ve been identified as such. What’s missing are solutions that are pointed at acquisition, namely solutions that present data that helps marketers make better investment decisions about their marketing spend.