The primary function of a marketing intelligence platform is to connect effort with outcome at aggregate and granular levels.
This lays the foundation for three critical things:
One:
Complete visibility of aggregated marketing impact.
Two:
Full knowledge of granular ROI and customer acquisition cost (CAC) for each activity, campaign, creative.
Three:
Deep predictive insights into profitable future growth.

Enabling technologies for a true marketing intelligence platform (MIP) are many: unification of marketing data, including spend and attribution data. Simple interoperability with CDPs, BI systems, and other data platforms. Fraud detection, creative reporting segmentation, cohorting, automation, and more.