The marketing attribution software is an analytical science of defining marketing tactics which contributes towards sales or conversions. Aiding to track the trends and patterns in user behavior to assure productive marketing. Furthermore, the software promotes to enhance the marketing expenditure and deliver positive outcome in respect to product discovery and improved personalization, such factors expected to provide the lucrative opportunities for the growth of market during the forecast period. Furthermore, advanced attribution models can be time and resource intensive to get right, especially complex models that evaluate a variety of datasets for online and offline campaigns. Furthermore, effective marketing attribution software enables marketers to reach the right consumer, at the right time, with the right message, leading to increased conversions and higher marketing ROI. Attribution models that can evaluate the creative elements of a campaign allow marketers to hone messaging and visual elements in addition to better communicate with users. Such benefits provide the lucrative growth opportunities for the market. Furthermore, the marketing attribution software provides businesses with flexibility and scalability to enable a smooth integration of marketing operation, which ultimately support the market growth.
Factors such as industries move towards digitalization due to COVID-19 outbreak, thus drive the growth of the market. In addition, rising adoption of cloud-based marketing attribution solutions, strengthens the growth of the market for future. Furthermore, increasing adoption of marketing platform and rising adoption of artificial intelligence (AI) and big data are expected to provide the lucrative growth opportunities for the market in the upcoming years. However, data security & privacy concerns hamper the market growth.
The marketing attribution software market is segmented into component, deployment mode, type enterprise size, industry vertical, and region. By component, it is bifurcated into solution and services. On the basis of deployment model, it is segregated into cloud and on-premise. By type, it is categorized into single-source attribution, multi-source attribution and probabilistic or algorithmic attribution. By organization size, it is categorized into large enterprises and small & medium-sized enterprises. Depending on industry vertical, it is segregated into IT & telecom, consumer goods & retail, BFSI, media & entertainment, healthcare, travel & hospitality, and others. Region wise, the market is analyzed across North America, Europe, Asia-Pacific, and LAMEA.
The market players operating in the Marketing attribution software market, include Adobe Inc., Alphabet Inc., Hubspot, Inc., Merkle Inc., Oracle Corporation, Ruler Analytics Ltd., SAP SE, The Nielsen Company, Windsor.ai and Wizaly SAS. These major players have adopted various key development strategies such as business expansion, new product launches, and partnerships, which help to drive the growth of the marketing attribution software market globally.
Key Benefits for Stakeholders
Factors such as industries move towards digitalization due to COVID-19 outbreak, thus drive the growth of the market. In addition, rising adoption of cloud-based marketing attribution solutions, strengthens the growth of the market for future. Furthermore, increasing adoption of marketing platform and rising adoption of artificial intelligence (AI) and big data are expected to provide the lucrative growth opportunities for the market in the upcoming years. However, data security & privacy concerns hamper the market growth.
The marketing attribution software market is segmented into component, deployment mode, type enterprise size, industry vertical, and region. By component, it is bifurcated into solution and services. On the basis of deployment model, it is segregated into cloud and on-premise. By type, it is categorized into single-source attribution, multi-source attribution and probabilistic or algorithmic attribution. By organization size, it is categorized into large enterprises and small & medium-sized enterprises. Depending on industry vertical, it is segregated into IT & telecom, consumer goods & retail, BFSI, media & entertainment, healthcare, travel & hospitality, and others. Region wise, the market is analyzed across North America, Europe, Asia-Pacific, and LAMEA.
The market players operating in the Marketing attribution software market, include Adobe Inc., Alphabet Inc., Hubspot, Inc., Merkle Inc., Oracle Corporation, Ruler Analytics Ltd., SAP SE, The Nielsen Company, Windsor.ai and Wizaly SAS. These major players have adopted various key development strategies such as business expansion, new product launches, and partnerships, which help to drive the growth of the marketing attribution software market globally.
Key Benefits for Stakeholders
- The study provides an in-depth analysis of the global marketing attribution software market forecast along with the current and future trends to explain the imminent investment pockets.
- Information about key drivers, restraints, and opportunities and their impact analysis on global marketing attribution software market trends is provided in the report.
- The Porter’s five forces analysis illustrates the potency of the buyers and suppliers operating in the industry.
- The quantitative analysis of the global marketing attribution software market from 2022 to 2031 is provided to determine the market potential.
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Key Market Segments
By Type
- Single-source Attribution
- Multi-source Attribution
- Probabilistic or Algorithmic Attribution
By Organization Size
- Large Enterprises
- Small and Medium-sized Enterprises
By Industry Vertical
- Consumer Goods and Retail
- IT and Telecom
- BFSI
- Media and Entertainment
- Healthcare
- Travel and Hospitality
- Others
By Component
- Solution
- Service
By Deployment Mode
- On-Premise
- Cloud
By Region
- North America
- U.S.
- Canada
- Europe
- UK
- Germany
- France
- Italy
- Spain
- Rest of Europe
- Asia-Pacific
- China
- Japan
- India
- Australia
- South Korea
- Rest of Asia-Pacific
- LAMEA
- Latin America
- Middle East
- Africa
- Key Market Players
- Adobe
- Wizaly SAS
- Ruler Analytics Ltd.
- The Nielson Company
- Oracle Corporation
- SAP SE
- Merkle Inc.
- Hubspot Inc.
- Windsor.ai
- Alphabet Inc.
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Table of Contents
CHAPTER 1: INTRODUCTION
CHAPTER 2: EXECUTIVE SUMMARY
CHAPTER 3: MARKET OVERVIEW
CHAPTER 4: MARKETING ATTRIBUTION SOFTWARE MARKET, BY COMPONENT
CHAPTER 5: MARKETING ATTRIBUTION SOFTWARE MARKET, BY DEPLOYMENT MODE
CHAPTER 6: MARKETING ATTRIBUTION SOFTWARE MARKET, BY TYPE
CHAPTER 7: MARKETING ATTRIBUTION SOFTWARE MARKET, BY ORGANIZATION SIZE
CHAPTER 8: MARKETING ATTRIBUTION SOFTWARE MARKET, BY INDUSTRY VERTICAL
CHAPTER 9: MARKETING ATTRIBUTION SOFTWARE MARKET, BY REGION
CHAPTER 10: COMPETITIVE LANDSCAPE
CHAPTER 11: COMPANY PROFILES
List of Tables
List of Figures
Executive Summary
According to the report, the marketing attribution software market was valued at $3.1 billion in 2021, and is estimated to reach $12.9 billion by 2031, growing at a CAGR of 15.5% from 2022 to 2031.The Marketing attribution software Market is likely to experience a significant growth rate of 15.5% from 2022-2031, owing to increasing market demand from consumer goods and retail sector.
Marketing attribution is the practice of evaluating the marketing touchpoints a consumer encounters on their path to purchase. The goal of attribution is to determine which channels and messages had the greatest impact on the decision to convert, or take the desired next step. There are several popular attribution models used by marketers today, such as multi-touch attribution, time decay, lift studies, and others. The insights provided by these models into how, where, and when a consumer interacts with brand messages allows marketing teams to alter and customize campaigns to meet the specific desires of individual consumers, thus improving marketing ROI.
Key factors driving the growth of the market include marketing attribution software is increasingly being implemented by marketers to boost their profitability and working capital. Enterprises must integrate their business functions, resources, and important business processes for monitoring probability to boost efficiency and productivity. In addition, cloud-based marketing attribution software model gained popularity over traditional on-premise marketing attribution software, which is drive the growth of the market in the future. It has gained widespread popularity among end users, owing to numerous advantages connected with cloud-based technology.
On the contrary, marketing attribution software is anticipated to witness increased adoption and usage in the future, as it allows organizations to improve their performance and productivity. Furthermore, acceleration of digital transformation and implementation of industry 4.0 are expected to provide lucrative growth opportunities for the market. Moreover, increase in adoption of advanced technologies such as artificial intelligence (AI), automation and big data propel the growth of the market during the forecast period.
The marketing attribution software market is segmented into component, deployment mode, type, organization size, industry vertical, and region. By component, it is bifurcated into solution and services. On the basis of deployment model, it is segregated into cloud and on-premise. By type, it is categorized into single-source attribution, multi-source attribution and probabilistic or algorithmic attribution. By organization size, it is categorized into large enterprises and small & medium-sized enterprises. Depending on industry vertical, it is segregated into IT & telecom, consumer goods & retail, BFSI, media & entertainment, healthcare, travel & hospitality, and others. Region wise, the market is analyzed across North America, Europe, Asia-Pacific, and LAMEA.
The marketing attribution software market key players profiled in the study include Adobe Inc., Alphabet Inc., Hubspot, Inc., Merkle Inc., Oracle Corporation, Ruler Analytics Ltd., SAP SE, the Nielsen Company, Windsor.ai, and Wizaly SAS. The players in the market have been actively engaged in the adoption various strategies such as partnership, product launch, product development, collaboration, acquisition, innovation, expansion and investment to remain competitive and gain advantage over the competitors in the market. For instance, in October 2019, Marketing Management Analytics, (Ipsos MMA), an Ipsos Company, and a leader in helping companies understand and optimize the value of their marketing, sales, operations, product, pricing and promotion investments, announced 24-month partnership and collaboration with leading advertisers, to solve one of the largest marketing measurement challenges in the industry with the launch of version 2.0 of the 'activate unified marketing planning platform, a marketing attribution, optimization and simulation solution.
Key Market Insights
By component, the solution segment was the highest revenue contributor to the market in 2021, and is estimated to reach $7.86 billion by 2031, with a CAGR of 14.5%. However, the services segment is estimated to be the fastest growing segment with the CAGR of 17.3% during the forecast period.By Deployment Mode, the On-Premise segment dominated the global market share in 2021, and is estimated to reach $6.12 billion by 2031, with a CAGR of 12.9%. However, the hybrid segment is expected to be the fastest growing segment of during the forecast period.
Based on Type, the Multi-source Attribution segment was the highest revenue contributor to the market, with $1.62 billion in 2021, and is estimated to reach $5.39 billion by 2031, with a CAGR of 13.1%.
By organization size, the large enterprises segment dominated the global market share in 2021, and is estimated to reach $7.43 billion by 2031, with a CAGR of 14.3%. However, the small and medium-sized enterprises segment is expected to be the fastest growing segment of marketing attribution software market during the forecast period.
Based on industry vertical, the Consumer Goods and Retail sector was the highest revenue contributor to the market, with $872.52 million in 2021, and is estimated to reach $2.73 billion by 2031, with a CAGR of 12.4%.
Region wise, North America was the highest revenue contributor, accounting for $1.14 billion in 2021, and is estimated to reach $3.91 billion by 2031, with a CAGR of 13.5%.
Companies Mentioned
- Adobe
- Wizaly SAS
- Ruler Analytics Ltd.
- The Nielson Company
- Oracle Corporation
- SAP SE
- Merkle Inc.
- Hubspot Inc.
- Windsor.ai
- Alphabet Inc.
Methodology
The analyst offers exhaustive research and analysis based on a wide variety of factual inputs, which largely include interviews with industry participants, reliable statistics, and regional intelligence. The in-house industry experts play an instrumental role in designing analytic tools and models, tailored to the requirements of a particular industry segment. The primary research efforts include reaching out participants through mail, tele-conversations, referrals, professional networks, and face-to-face interactions.
They are also in professional corporate relations with various companies that allow them greater flexibility for reaching out to industry participants and commentators for interviews and discussions.
They also refer to a broad array of industry sources for their secondary research, which typically include; however, not limited to:
- Company SEC filings, annual reports, company websites, broker & financial reports, and investor presentations for competitive scenario and shape of the industry
- Scientific and technical writings for product information and related preemptions
- Regional government and statistical databases for macro analysis
- Authentic news articles and other related releases for market evaluation
- Internal and external proprietary databases, key market indicators, and relevant press releases for market estimates and forecast
Furthermore, the accuracy of the data will be analyzed and validated by conducting additional primaries with various industry experts and KOLs. They also provide robust post-sales support to clients.
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