Marketing Attribution Software Market Research Report ‚Äď Global Forecast till 2030

Marketing Attribution Software Market Research Report Information, By Component (Solution, Services), Attribution Type (Single-Source, Multi-Source, Probabilistic or Algorithmic), Deployment (Cloud, On-Premise), Vertical ‚Äď Global Forecast till 2030

ID: MRFR/ICT/6006-HCR | 100 Pages | Author: Ankit Gupta | March 2024         

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Marketing Attribution Software Market Overview:


The Marketing Attribution Software Market size is projected to grow USD 12.4 Billion by 2030, exhibiting a compound annual growth rate (CAGR) of 13.50% during the forecast period (2022 - 2030). Several drivers are pushing the market to escalate such as the increasing use of highly advanced technologies and the rising need for optimizing the marketing spending among enterprises. The market growth will further escalate due to the growing demand for efficient tracking of customer behaviour. This will be helpful for the enterprises for targeting potential customers.


Apart from that, the rapid increase in the use of the internet and smartphones has further propelled market growth. Even small and medium enterprises are projected to grow at the fastest speed. The growing Marketing Attribution Software Industry for adopting marketing attribution solutions among various organizations is fuelling the growth.


Various economies in the Asia-Pacific, Europe, and North America are also focusing upon marketing attribution solutions. Such as the North American region is projected to dominate the Marketing Attribution Software Business during the forecast period. Even the Asia-Pacific region is evaluated to grow at a rapid speed by the end of the forecast period. Thus, the stakeholders will be eventually highly benefitted from a huge return on investments.


COVID-19 Analysis


he outbreak of COVID-19 disease had a huge impact upon the Marketing Attribution Software Market. Several economies across the world suffered huge losses as the business and industries collapsed due to lockdown. It had a negative impact as the focus shifted to the health care sector for better treatment of patients. As a result, the need for digitalization and specific software soared up. The key players also focused upon the improvement of technologies to enhance the customer’s experience. It is estimated that in the upcoming years, the market will thrive with huge benefits.


Market Dynamics:


Drivers: 


Several drivers are pushing the market to escalate such as the increasing use of highly advanced technologies and the rising need for optimizing the marketing spending among enterprises. The market growth will further escalate due to the growing demand for efficient tracking of customer's behaviour. This will be helpful for the enterprises for targeting potential customers. Apart from that, the rapid increase in the use of the internet and smartphones will further improve the Marketing Attribution Software Industry


Restraints: 


There are major restraints that are speculated to hinder the Marketing Attribution Software Market Growth. One of the major issues is the concerns regarding the privacy and security of data. As the use of digital and online platforms is rising, the cases of cyber-attacks are also growing. To mitigate the risks, the enterprises will have to upgrade their systems to save their data for any security breach.


Opportunities: 


The growing investments by the stakeholders and key players will provide various opportunities for the Marketing Attribution Software Market. Further its diverse uses in various industries such as Telecommunication and IT, retail, government, and many more will promote market growth at a significant rate.


Challenges: 


Significant challenges are speculating to slow down the Marketing Attribution Software Market Profit. Adhering to strict data regulations can pose a challenge for the key players. Also, the maintenance of complex data efficiently without skilled professionals is a huge task.


Cumulative Analysis: 


With the growing demand for optimizing marketing spending and enhancing customer experience, the market will have a flourishing future. Marketing Attribution Software Market is estimated to grow at a Compound Annual Growth Rate (CAGR) of 15.3%. It is projected that the market value will increase up to USD 16 Billion during the forecast period 2021-2028.


Value Chain Analysis: 


The focus upon enhancing user experience by maintaining efficient data will drive the market at a substantial rate. Several investments, growing demand, and various other factors will further improve the value chain of the Marketing Attribution Software Industry.


Market Segmentations:


The Marketing Attribution Software Market Segments are segmented into deployment model, attribution type, organization size, vertical, and components.




  • Based upon deployment mode, the Marketing Attribution Software Industry is segmented into On Cloud and On-Premise.




  • Based upon components, the marketing attribution software Market is further segmented into Services and Software.




  • Based upon vertical, the marketing attribution software market is again bifurcated into BFSI, Telecommunication and IT, Consumer Packaged Goods and FMCG, Consumer Electronics, Healthcare, Retail, Entertainment and Media, and Hospitality and Travel.




  • On the basis of organization size, the marketing attribution software Market is classified into Medium Enterprises, Small Enterprises, and Large Enterprises.




  • Based on attribution type, the Marketing Attribution Software Industry is sub-segmented into Algorithmic and Probabilistic Attribution, Multi-Source Attribution, and Single Source Attribution




Regional Analysis: 


On the basis of region, the market is divided into North America, South America, Europe, Asia-Pacific, and the Middle East. It is projected that the North American region will hold the largest Marketing Attribution Software Market Size. Several positive factors such as advanced infrastructure in developed countries like the US and Canada are propelling the market growth. The growing adoption of new technologies and demand to track customer's behaviour are the main factors of growth.


After that, the European region will hold the second-largest position in MAS Market. It is projected that Europe will grow at the highest CAGR during the forecast period. Along with that, the Asia-Pacific region will also experience the highest CAGR. The growing investments and establishment of new start-ups will further propel market growth. Hence, in the upcoming period, the demand and developing infrastructure will increase at a faster rate.


Competitive Landscape:


Various key players promoting market growth by using various market strategies. They use different strategies such as collaborations, market analysis, acquisitions, mergers, partnerships, and many more. Some of the major Marketing Attribution Software Market Players are-





  • Neustar Inc. (US)




  • SAP SE (Germany)




  • Merkle Group (US)




  • Wizlay (France)




  • Analytic Partners Inc. (US)




  • Adobe Inc. (US)




  • Engagio (US)




  • OptiMine (US)




  • Google (US)




  • Attribution LLC (US)




  • Rockderbpx Inc. (US)




  • Calibermind (US)




  • Singular (US)




Recent Developments:


February 2024:


The integration between Singular and Google Marketing Platform (GMP) is significant within the marketing attribution software market, as it offers advertisers a comprehensive solution to track attributions for both Campaign Manager 360 and Display & Video 360. This integration addresses the growing demand for advanced attribution capabilities, allowing marketers to accurately measure the effectiveness of their advertising campaigns across multiple channels and platforms. By seamlessly integrating with GMP, Singular enables advertisers to optimize their campaigns effectively by measuring installs, sessions, and in-app user events attributed to GMP


May 2023:


Analytic Partners, a leader in commercial analytics, has launched its on-demand Brand Impact solution, providing marketers with insights into both short- and long-term brand performance based on marketing activities. This solution addresses the challenge of quantifying brand impact, crucial for optimizing marketing decisions in the long term. With the integration of YouGov's BrandIndex data, brands can gain a comprehensive understanding of brand equity and its drivers, enhancing decision-making and demonstrating the importance of brand building in driving revenue and profitability. This offering aligns with the evolving needs of the marketing attribution software market, providing marketers globally with tools to navigate challenging economic conditions and optimize their marketing strategies for sustainable growth.


July 2023:

NielsenIQ and GfK have completed their strategic combination, forming the world's leading consumer intelligence company.The strategic combination of NielsenIQ and GfK brings together their respective strengths in consumer intelligence, offering a comprehensive suite of innovative solutions. With a focus on providing The Full View™ of consumer behavior, the merged entity leverages best-in-class technology platforms to deliver clear and complete insights.


Report Overview:


The overview of the Marketing Attribution Software Business is as follows-




  • Market Overview




  • COVID-19 Analysis




  • Dynamics of the Market




  • Value Chain Analysis




  • Market Segmentation




  • Regional Analysis




  • Competitive Analysis




  • Recent Development




Report Score and Segmentation:




  • Study Period- 2021-2028




  • Base Year-2021




  • Forecast Period- 2021-2028




  • Historical Period-2019-2020




The report score of Marketing Attribution Software Market Analysis is to give insight into the growth and strengths of the market. The report is curated by collecting information from various secondary and primary sources. It also gives information about the opportunities, challenges, etc. The report also provides subtle information about the key players in the MAS Market.


Market Segmentation:


By Attribution Type:




  • Algorithmic and Probabilistic Attribution




  • Multi-Source Attribution




  • Single Source Attribution




By Deployment Mode:




  • On Cloud Premise




  • On Cloud




By Organisation Size




  • Medium Enterprises




  • Small Enterprises




  • Large Enterprises




By Vertical:




  • BFSI




  • Telecommunication and IT




  • Consumer Packaged Goods and FMCG




  • Consumer Electronics




  • Healthcare




  • Retail




  • Entertainment and Media




  • Hospitality and Travel




By Component:




  • Services




  • Software




By Region:




  • South America




  • North America




  • Europe




  • Asia-Pacific




  • The Middle East and African region



Report Scope:

Report Attribute/Metric Details
  Market Size   12.4 billion
  CAGR   13.50
  Base Year   2021
  Forecast Period   2022-2030
  Historical Data   2020
  Forecast Units   Value (USD Million)
  Report Coverage   Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
  Segments Covered   By Component, Attribution Type
  Geographies Covered   North America, Europe, Asia-Pacific, and Rest of the World (RoW)
¬†¬†Key Vendors ¬†¬†Adobe Inc. (US), Oracle Corporation (US), Google (US), SAP SE (Germany), Visual IQ ‚Äď A Nielsen Company (US), Analytic Partners, Inc. (US), Attribution LLC (US), Calibermind (US), Engagio (US), Wizaly (France), Singular (US), Rockerbox, Inc. (US), OptiMine (US), Neustar, Inc. (US) and Merkle Group Inc. (US).
  Key Market Opportunities   The adoption of advanced technologies such as big data and AI are opportunities for the marketing attribution software market.
  Key Market Drivers   The major growth driver for the market is growing need to optimize the marketing spending of enterprise. Another factor is the requirement of effective tracking of customer behavior for targeted marketing activities.




Frequently Asked Questions (FAQ) :

The market will be expanding at a CAGR of 12.4 billion in its future expansion.

The major growth driver for the market is developing the need to optimize the marketing spending of enterprise.

The component, attribution type, deployment mode, organization size, vertical are the segments involved in the segmental analysis of the market.

North America, Europe, Asia-Pacific, Middle East & Africa, and South America are the key regions.

Adobe Inc. (US), Oracle Corporation (US), Google (US) are the top three companies investing heavily in the market share.

Marketing attribution is the process of assigning credits or values to various marketing channels or touchpoints, which are responsible for the sale of company's offerings.

Key Questions Answered

  • Global Market Outlook
  • In-depth analysis of global and regional trends
  • Analyze and identify the major players in the market, their market share, key developments, etc.
  • To understand the capability of the major players based on products offered, financials, and strategies.
  • Identify disrupting products, companies, and trends.
  • To identify opportunities in the market.
  • Analyze the key challenges in the market.
  • Analyze the regional penetration of players, products, and services in the market.
  • Comparison of major players‚Äô financial performance.
  • Evaluate strategies adopted by major players.
  • Recommendations
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