Some tools have been identified which practitioners of digital marketing must make use of to best be able to measure the ROI of their work. For web analytics, Google Universal Analytics and Adobe Analytics have been found to be the best. Bid management platforms such as Kenshoo and DoubleClick help increase effective investments in search marketing operations. Salesforce.com and Base CRM have been identified as being the best in the business of CRM delivery. DialogTech enables call attribution. Marketing automation is essential and HubSpot is the leader in this act. KnowledgeTree enables best predictive intelligence. Social media marketing meanwhile can best be performed by Hootsuite and Sprout Social. Google provides an in-house tool to conduct A/B Testing. Finally, the most crucial business intelligence can best be served by a tool named Tableau.