Marketers rely on a wide range of technologies to measure their digital ad effectiveness, from data management platforms (DMPs) to marketing automation.
In fact, new data from Salesforce found that business-to-business (B2B) and business-to-consumer (B2C) advertisers are somewhat similar in terms of the technologies they use to measure their efforts.
Half of B2B advertisers surveyed said they used a marketing attribution platform to measure digital ad effectiveness, while 48% of B2C advertisers said the same.
Similarly, 55% of B2B respondents mentioned using a website analytics platform, as did 53% of B2C respondents.