Digital Marketing Statistics & Metrics

Use Cases Expected To Occupy Attention & Resources During 2019

Uncategorized | Global

A use case is a list of actions or event steps, typically defining the interactions between a role and a system, to achieve an objective. From a range of potential use cases, data users reported that they are going to prioritize “cross‐channel” initiatives above all others in 2019, maintaining a focus on the harmonization of audience experiences across media. Cross-channel measurement and analytics give the ability to businesses to effectively visualize the path that a customer takes to conversion, analyzing customer behavior and interaction, which allows them to identify what channels drive conversions, popular conversion paths both in and across channels, and a detailed evaluation of specific paths.

Take a glance at the most use cases that expected to occupy the attention and resources during 2019:

  • Cross channel measurement and attributions are ranked as the most use case that expected to occupy attention and resources with a rate of 57.3%.
  • Cross-channel audience identification and matching are ranked as the second most use case expected to occupy attention and resources during 2019 with a rate of 52.4%.
  • Predictive modeling and segmentation come at next as an expected use case that will occupy attention and resources with a rate of 43.9%.
  • General audience analytics also listed as a use case that expected to grab time, attention and resources with a rate of 40.2%.
  • Programmatic media buying for emerging formats is an expected use case that expected to occupy attention and resources also with a rate of 40.2%.
Cases That Occupy Time, attention & resources during 2019

A Graph Shows The Use Cases That expected to Grab Time, Attention & Resources During 2019.


The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, IAB accounts for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.


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