Why marketing intelligence is the new standard for growth marketing
Associated with
Alok Gupta Alok Gupta
Eyal Grundstein Eyal Grundstein
Elizabeth Jonathan Elizabeth Jonathan
Patrick Witham Patrick Witham
Jason Conger Jason Conger
Patrick Kenney Patrick Kenney
Posted Nov 17, 2021 25 min read
Why marketing intelligence is the new standard for growth marketing

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.

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