Question: Can you recommend a tool that helps me understand the true impact of each touchpoint on my customer's journey?

If you want a tool that will help you understand the actual influence of each touchpoint in your customers' journey, Adobe Marketo Measure is a good choice. This B2B marketing attribution tool offers a customer journey view that spans multiple channels and offers detailed insights into each touchpoint. It includes features like EveryTouch Attribution, Automated Data Capture, and Intuitive Dashboards that help you optimize your marketing strategy and channel mix with detailed performance data. It also integrates with other Adobe tools, including Adobe Real-Time CDP, Adobe Workfront and Adobe Analytics.

Another option is Overstory, which uses Multi-Touch Attribution, Incrementality Modeling and Matched Market Testing to measure the actual influence of each touchpoint. The platform offers a single customer journey model and estimates the actual influence of each touchpoint, including impact weight and time to impact. Overstory's Matched Market Testing feature lets you automatically find matched markets and get precise lift percentages for custom success metrics and iROI impact.

Adtriba also offers a sophisticated option with cross-channel and multi-touch attribution. The company's platform uses advanced statistical models and machine learning algorithms to deliver unbiased attribution insights across multiple channels. Adtriba Core is geared for detailed customer journey analysis, while Adtriba Sphere uses AI-based marketing mix modeling. Both options help companies optimize their marketing and make better budget decisions, and ultimately improve marketing ROI.

For a more data-driven approach, Cubed offers machine learning attribution analysis to give a single view of marketing channels, content and customer interactions. It offers incremental attribution, unbiased insights and multi-level reporting. With direct API integrations with major platforms and a customizable dashboard, Cubed lets companies track and optimize their marketing activity with real-time data.