1. Track and Allocate Spend
Many marketers struggle with determining which channels are driving the most value, and therefore the ones they should spend more on. This challenge is exacerbated by the increasingly wide variety of digital channels they need to be present across. With this in mind, marketing teams should leverage a platform that uses advanced attribution modeling. This will give them insight into spend and success rates across multiple digital channels, and actionable suggestions on how to then optimize ad spend.

There are many types of attribution models - and if your team is using outdated models (like last-click attribution), you could be missing out on opportunities to make the most of your digital channels. Using a digital marketing tool, marketing teams are more likely to be getting updated attribution modeling abilities, such as unified measurement.

2. The Right Ads to Drive Conversions
With the right digital marketing platform, you can gain a better understanding of what type of content resonates with your customers across platforms. This allows marketers to understand which voice and creative elements garner the most engagement.

These platforms can also assist in building out more comprehensive user profiles that help marketers to understand when to show their target audience an ad, and on what device.

3. Correlate Qualitative and Quantitative Results
The right digital marketing platform will help you make better choices to drive revenue when planning media, tracking your brand across channels, leveraging new advertising techniques or conducting media buys. A major part of this is assisting marketers in understanding both direct response campaigns and more qualitative campaigns, such as brand building. Digital marketing platforms can assist in developing the KPIs to test these, and provide metrics into how their value compares over time.