Martech：2024营销归因与绩效管理平台：营销人员指南（中译版）（42页）.pdf

1、MARTECH INTELLIGENCE REPORTMARKETINGMANAGEMENT&PERFORMANCEATTRIBUTIONA MARKETERS GUIDEINCLUDING IN-DEPTHCOVERAGE 2024 Third Door Media is a Trademark of Semrush Inc.1 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Attribution&Performance Management:A Marketers GuideScope and methodology.2Ov

2、erview.3Figure 1:Customers,especially younger ones,are up for trying new brands.3Figure 2:Marketing performance management tasks are challenging for marketing leaders.4Cookie deprecation fuels more complex measurement models.5Figure 3:Marketing performance management lets marketers quantify their in

3、itiatives contribution to the bottom line,as well as plan for the future .5Figure 4:The global marketing performance management software market is growing at a 6.8%CAGR through 2030.6 Figure 5:Gartners hierarchy of marketing metrics.7 Budget constraints and elevated expectations.7More devices,more c

4、omplexity.7Privacy and the deprecation of cookies .8Platform or stack?.8The marketing performance management vendor marketplace.9Marketing attribution and performance management platform capabilities.10Integrations and data gathering.10Analysis and reporting.10Modeling and orchestration.11What to co

5、nsider when choosing your MPM solution.11Integrations .11Table 1:MPM vendors link to a variety of touchpoints either through native technologies or partnerships.11Media measurement.12Relationships with“walled gardens”and other data providers.12Attribution models employed.12Data modeling and analysis

6、.12Reports and visualizations.12 Machine learning and artificial intelligence.13Orchestration capabilities.13Choosing a marketing attribution and performance management platform.13The benefits of using a marketing performance management platform.13Pricing.14Recommended steps to making an informed pu