Did you know that 43% of marketers claim that their biggest business challenge is proving the ROI of their marketing activities? As digital channels and tools for marketing and advertising become more robust and the amount of accessible data increases year over year, it has become harder for marketers to get a clear picture of where all of their clicks, views and shares are coming from, and what path a customer is taking that leads them to purchase. While 72% of consumers are looking for marketers to take an integrated approach and provide them with consistent messaging across channels, determining what marketing content to present along the path to purchase and the value of the investment that should be made per channel requires some thinking on the topic of marketing attribution.

Advertising technology (Ad Tech) and marketing technology (Mar Tech) are instrumental tools in the kit of any digital marketer, and as our ability to collect and make use of customer data increases and the preference of audiences for 1-to-1 conversations with brands grows, the importance of understanding the intersection of the technologies and how they can work together becomes increasingly important.

In an age where social media applications provide an ideal platform for all demographics to share and discuss interests, and even shop their favourite products, why have marketers not been able to leverage this data for targeting purposes?