AI-powered forecasting is rapidly becoming a critical feature in marketing attribution platforms, with 29% of marketers now viewing it as essential, a significant rise from 13% in 2023.
Despite the increasing interest, 35% of organizations still do not use AI for marketing attribution, which highlights a large missed opportunity in enhancing marketing strategies.
Among marketers using AI, the main applications include predicting customer behavior and analyzing large datasets—showing a clear trend toward data-driven decision-making.
There is a notable need for increased education and transparency regarding AI's role in marketing attribution, as evidenced by 8% of users being uncertain about its specific functionalities.
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