Marketing campaigns play a crucial role in any business, as they help one ensure a better consumer reach and awareness. Most companies prefer integrated campaigns since multiple channels ascertain much better and consistent brand promotions. In general, sales and marketing cycles in any business are quite lengthy processes that last for months and it's likely that the buyer interacts with the reps several times through multiple channels during this period.

Marketing attribution allows you to track and capture the touchpoints that help close the sale, understand if your campaigns are actually driving revenues and figure out the right campaign that actually moved the buyer down the decision path.