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Marketing Attribution Software Market by Component, Attribution Type, Organization Size, Deployment Type, Vertical, and Region - Global Forecast to 2023 - ResearchAndMarkets.com

February 28, 2019

DUBLIN--(BUSINESS WIRE)--Feb 28, 2019--The “Marketing Attribution Software Market by Component (Solution and Services), Attribution Type (Single Source, Multi Source, and Probabilistic or Algorithmic), Organization Size, Deployment Type, Vertical, and Region - Global Forecast to 2023” report has been added to ResearchAndMarkets.com’s offering.

The global marketing attribution software market size is projected to grow from USD 1.82 billion in 2018 to USD 3.56 billion by 2023, at a Compound Annual Growth Rate (CAGR) of 14.4% from 2018 to 2023.

Marketing attribution is used by enterprises to find out how actions, events, or touchpoints during prospecting and sales processes contribute to the success of marketing and sales activities. In simple words, marketing attribution is assigning credits or value to the marketing channel or touchpoint, which is responsible for the conversion.

Enterprises use marketing attribution software to pinpoint the touchpoint and performance of the particular touchpoint on the sales process. As marketers are adopting more data-driven approaches for their marketing activities, the demand for marketing attribution software is increasing.

Technological transformations have given rise to a new form of marketing, owing to changing consumer patterns, such as social and mobile technologies. Furthermore, the increasing trend of personalized marketing and proliferation of mobile devices and channels have complicated the marketer’s strategy toward enhanced user experience.

To overcome these issues, enterprises deploy various marketing strategies over multiple channels. These complex activities are responsible for increased marketing spending by enterprises. Enterprises leverage the marketing attribution software and services to optimize their marketing spending and to calculate the Return on Marketing Investment (ROMI). The marketing attribution software also provides information regarding the best performing marketing channel or touchpoint.

Marketing attribution offers a number of benefits to enterprises, such as channel and campaign performance measurement, data-driven decision-making, and marketing spend optimization. Irrespective of such benefits, the majority of the marketers still uses the traditional way of calculating ROMI.

Increasing investments on digital marketing activities force the enterprises to have a system in place to measure the impact of marketing activities and the efficiency of the marketing channel. One of the major driving factors for the marketing attribution software market is the growing focus of enterprises to optimize their marketing spend. The marketing attribution software market also faces challenges, such as the selection of relevant marketing attribution vendors and models.

Data regulations such as General Data Protection Regulation (GDPR) is one of the restraining factors that is affecting the growth of the marketing attribution software market, as GDPR makes the tracking of personal data more difficult for the vendors. Growth opportunities in the market include the increasing number of marketing channels to reach end customers, and the rising adoption of Artificial Intelligence (AI) and big data.

Key Topics Covered:

1 Introduction

2 Research Methodology

3 Executive Summary

4 Premium Insights

4.1 Attractive Opportunities in the Marketing Attribution Software Market

4.2 Market in North America, by Vertical and Country

4.3 Market: Major Countries

5 Market Overview and Industry Trends

5.1 Introduction

5.2 Market Dynamics

5.2.1 Drivers

5.2.1.1 Rising Need to Optimize the Marketing Spend

5.2.1.2 Effective Tracking of Customer Behavior for Targeted Marketing Activities

5.2.2 Restraints

5.2.2.1 Data Privacy and Protection of Personal Data Critical to Marketing Attribution Software Adoption

5.2.3 Opportunities

5.2.3.1 Growing Adoption of Ai and Big Data Analytics in Marketing Activities

5.2.3.2 Increasing Number of Marketing Channels to Reach the End Customers

5.2.4 Challenges

5.2.4.1 Selection of a Relevant Attribution Model and Vendor

5.2.4.2 Integrating Marketing Attribution Software With Other Business Applications

5.3 Industry Trends

5.3.1 Use Case 1: Adobe

5.3.2 Use Case 2: SAP

5.3.3 Use Case 3: Cake & Accelerize

5.4 Attribution Models

5.4.1 First Touch Attribution

5.4.2 Last Touch Attribution

5.4.3 Linear Attribution

5.4.4 Time Decay Attribution

5.4.5 U-Shaped (Position-Based) Attribution

5.4.6 W-Shaped Attribution

5.4.7 Probabilistic Or Algorithmic Attribution

6 Marketing Attribution Software Market, by Component

6.1 Introduction

6.2 Solution

6.3 Services

7 Market, by Attribution Type

7.1 Introduction

7.2 Single-Source Attribution

7.3 Multi-Source Attribution

7.4 Probabilistic Or Algorithmic Attribution

8 Market, by Deployment Type

8.1 Introduction

8.2 On-Premises

8.2.1 Security Concerns Among Enterprises to Drive the Adoption of the On-Premises Deployment Type

8.3 Cloud

8.3.1 Scalability and Cost-Effectiveness of Cloud-Based Marketing Attribution Solutions to Drive Its Adoption

9 Market, by Organization Size

9.1 Introduction

9.2 Small and Medium-Sized Enterprises

9.3 Large Enterprises

9.3.1 Need for Competitive Edge in the Market Likely to Drive the Marketing Attribution Market Among Large Enterprises

10 Marketing Attribution Software Market, by Vertical

10.1 Introduction

10.2 Retail

10.3 FMCG and Consumer Packaged Goods

10.4 Computing Products and Consumer Electronics

10.5 Telecom and IT

10.6 Banking, Financial Services, and Insurance

10.7 Media and Entertainment

10.8 Healthcare

10.9 Travel and Hospitality

10.1 Others

11 Market, by Region

12 Competitive Landscape

12.1 Overview

12.2 Competitive Scenario

13 Company Profiles

  • Adobe
  • Analytic Partners
  • Attribution
  • Calibermind
  • Engagio
  • Fospha
  • Google
  • IRI
  • LeadsRx
  • Leandata
  • Marketing Attribution
  • Merkle
  • Neustar
  • Optimine
  • Oracle
  • Rockerbox
  • SAP
  • Singular
  • Visual IQ
  • Wizaly

For more information about this report visit https://www.researchandmarkets.com/research/xb8kjq/marketing?w=4

View source version on businesswire.com:https://www.businesswire.com/news/home/20190228005375/en/

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INDUSTRY KEYWORD: TECHNOLOGY SOFTWARE

SOURCE: Research and Markets

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PUB: 02/28/2019 05:05 AM/DISC: 02/28/2019 05:05 AM

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