Conquer Data Angst, Boost Ad ROI with Omni-channel Attribution

In case you missed our presentation at Salesforce Connections 2024, here it is. The conference session focused on leveraging data strategies and advanced technologies to optimize marketing spend and enhance attribution across channels. We emphasized the importance of using pure, unbiased, and statistically significant data, supported by robust models, to demonstrate marketing’s impact on sales. Notably, we discussed the transformative role of Salesforce Data Cloud in unifying disparate data sources, as well as the integration of Marketing Evolution’s Generative AI for predictive modeling and personalized customer experiences. Clean data was underscored as crucial, with Decision Foundry SI’s expertise and Marketing Evolution’s generative AI providing solutions to data preparation challenges. These approaches enable more accurate marketing ROI analysis and reduce wastage in advertising spend.

Key Takeaways:

• Salesforce Data Cloud plays a pivotal role in synthesizing audience, media, and experience data. This enables Marketing Evolution to provide insights into the cost of engagement and make real-time marketing adjustments.
• Decision Foundry contributes data expertise alongside Marketing Evolution’s proven Generative AI attribution tool. Together, they address data quality challenges, such as missingness and representativeness. This aids in preparing data for model readiness before using Marketing Evolution’s Generative AI attribution tool.
• Leveraging AI in creative processes enhances output and speed. By employing AI for rapid, multivariate testing of ad messaging, companies can optimize responses at scale. This approach fosters continuous closed-loop learning and drives better results.

About Marketing Evolution

Marketing Evolution is a full-service provider of marketing ROI management solutions. Their mission is to empower marketers to confidently take action by providing attribution insights and actionable investment strategies. Leveraging scalable technology and proprietary machine learning algorithms backed by Nobel Prize-winning research, Marketing Evolution helps marketers navigate the complexities of media buying, growth hacking, and maximizing ROI. Their SaaS platform, called Mevo, addresses the challenges of media measurement and attribution.

About Decision Foundry

Decision Foundry is a Salesforce, independent software vendor, managed services provider, and a certified award-winning Salesforce Marketing Cloud integration partner. Decision Foundry closes the gap between data accessibility, platform adoption and business impact. Our consulting services include the integration of Data Cloud, Account, Engagement, Personalization, Tableau, and Intelligence.