This report uses the CB Insights Execution & Market Strength Positioning (ESP) Matrix to analyze vendors that deliver marketing attribution solutions in consumer and retail.
Why is marketing attribution so critical?
- Advertisers are facing an impending crisis. The proliferation of martech tools coupled with changes to Apple’s IDFA with iOS 14 present barriers to collecting, aggregating, and analyzing cross-channel marketing data.
- Marketing attribution vendors aim to help advertisers navigate this complexity by developing data normalization and aggregation tools that streamline data collection and analysis. These companies also help brands and retailers comply with new privacy standards reshaping the digital marketing ecosystem.
What key outcomes do marketing attribution solutions drive?
- Connect data from entire marketing ecosystem
- Normalize marketing data to create accurate performance comparisons
- Enable agency partners to integrate disparate buying solutions and analytics
- Create more comprehensive and unified views of return on advertising spend
- Optimize digital marketing budgets and improve cross-channel customer experiences
Who are the marketing attribution vendors?
We surveyed the players in this space and have mapped the leading players using our ESP research methodology into 1 of 4 categories: Leaders, Outperformers, Highfliers, and Challengers.
The technology vendors that are ultimately featured in this ESP Vendor Assessment include:
What companies are adopting marketing attribution solutions?
In this ESP Vendor Assessment, we look at which companies have adopted marketing attribution solutions and mention organizations including:
- AB InBev
- Havas Media
- Rent the Runway
Want to dig deeper into the marketing attribution market?
CB Insights clients can download the entire 34-page ESP report using the sidebar to see our full analysis of this technology market.
The full report includes discussion of:
- Market need & traction
- Market stats & data
- Rich company profiles
- Insights into customer/peer adoption
If you are looking to understand the marketing attribution vendor landscape, readying your org for an RFP, or initiating any type of vendor selection process, download this ESP Vendor Assessment.