Marketing Attribution Software Market Share, Size, Trends, Industry Analysis Report, By Component (Services and Solution); By Attribution Type; By Deployment Type; By Industry Verticals; By Region; Segment Forecast, 2024 – 2032
- Published Date:Jan-2024
- Pages: 117
- Format: PDF
- Report ID: PM3914
- Base Year: 2023
- Historical Data: 2019-2022
Report Outlook
The global marketing attribution software market was valued at USD 4100.75 million in 2023 and is expected to grow at a CAGR of 15.80% during the forecast period.
The continuously growing need and demand for the effective optimization of marketing spend and tracking of consumer behavior for several targeted marketing activities and surging adoption of advanced or innovative software due to their ability to easily or quickly evaluate marketing data for identifying campaigns and channels that could impact the revenue growth positively and help in maximizing ROI are major factors driving the demand and growth of the market.
The research report offers a quantitative and qualitative analysis of the Marketing Attribution Software Market to enable effective decision-making. It covers the key trends and growth opportunities anticipated to have a favorable impact on the market. Besides, the study covers segment and regional revenue forecasts for market assessment.
Marketing attribution software is outlined to inspect a business's marketing crusades and decide which touchpoints are most productive in pushing conversions. It operates by tracing customer conduct, covering countless channels, and allotting a value to each touchpoint dependent on its assistance to a sale or conversion. This knowledge can be utilized to maximize forthcoming crusades and assign marketing resources more productively.
One of the prominent benefits is that it can offer a more precise image of which marketing schemes are pushing revenue so businesses can excel in allocating their marketing financial estimates. The marketing attribution software market size is expanding as this can enhance ROI as firms can identify and finance in the most productive marketing channels. Another benefit is that it can enhance cooperation in teams. By offering a comprehensible view of the marketing funnel and consumer interchange with varied marketing channels, attribution software can assist the teams in working cohesively to maximize their endeavors.
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- For instance, in May 2023, Compulse, introduced its new Compulse Performance TV, which provides access to advertisers or marketers to easily track the performance of their low funnel campaign and also allows to optimize their specific KPIs.
Moreover, machine learning and artificial intelligence have become more integral to marketing attribution software in the last few years, as these technologies could help identify patterns, correlations, and trends in customer behavior and enable marketers to understand better which marketing activities are most effective at different stages of the customer journey, that is resulting in increased revenue opportunities for businesses of all sizes.
The outbreak of the COVID-19 pandemic has positively impacted the growth of the marketing attribution software market. The rapid spread of the deadly coronavirus across the globe forced companies and various leading organizations to shift toward digital channels for communication, entertainment, and shopping. This led to significantly increased demand for accurate marketing attribution software to better understand the effectiveness of different marketing campaigns.
Industry Dynamics
Growth Drivers
- Migration of business towards cloud and emergence of SMEs driving the global market growth
The continuously growing migration of leading businesses towards the cloud and the drastic increase in the advent of SMEs, particularly in emerging economies like India, China, and Indonesia, coupled with the exponential rise in the number of companies worldwide investing in advanced marketing attribution software, as they provide significant enhancement of functionalities and limitless scalability that are highly crucial in accomplishing digital transformation, are the primary factors boosting the global marketing attribution software market growth.
With the rising proliferation of various digital marketing channels and touchpoints, marketers from all over the world need to make data-driven decisions about which channels and campaigns are most effective and generate the highest ROI. The demand for marketing attribution software has surged drastically as it provides the necessary insights to optimize marketing strategies based on actual data.
Report Segmentation
The market is primarily segmented based on component, attribution type, deployment type, industry vertical, and region.
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By Component |
By Attribution Type |
By Deployment Type |
By Industry Vertical |
By Region |
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By Component Analysis
- Services segment accounted for the largest market share in 2022
The services segment accounted for the largest market revenue share in 2022 and is likely to retain its market position throughout the forecast period on account of growing preferences for professional services that can easily align with the company’s specific requirements and also enhance the accuracy of attribution while enabling better decision-making for optimizing marketing spend for businesses.
The solution segment is expected to exhibit the highest growth rate over the forecast period, which is largely attributed to the drastic shift towards digital advertising and the continuously growing digital marketing landscape, which led to an increased number of businesses investing heavily in various online channels, search engines, and other digital marketing options.
By Attribution Type Analysis
- Multi-source segment held a significant market share in 2022
The multi-source segment held a substantial market share both in terms of revenue and volume in 2022, which is majorly driven by growing adoption and proliferation of the software among businesses due to their ability to provide data on which the touchpoints are highly or most effective along with the growing advancements of multi-source attribution modes through the incorporation of advanced technologies like machine learning and artificial intelligence, providing more improved or nuanced insights into customer behavior.
By Deployment Type Analysis
- Cloud-based segment is expected to witness the highest growth during the forecast period
The cloud-based segment is projected to grow at the highest growth rate over the next coming years, owing to the growing deployment of could-models due to numerous advantageous properties, including easy deployment options, easy upgradability & accessibility, lower investments, and easier access to software from anywhere or any device like laptops, mobiles, and personal computers.
The on-premises segment led the industry market with significant market share in 2022, mainly driven by a wide range of advantages offered by on-premise deployment solutions like a high level of data security and safety and a surge in the number of industries preferring on-premise model due to their fewer data breach compared to cloud-based solutions.
By Industry Vertical Analysis
- IT & telecom segment is expected to hold a substantial share over the forecasted period
The IT & telecom segment is expected to hold a substantial market share during the projected period, which is mainly driven by the growing focus of telecommunication companies towards providing personalized experiences and optimizing their marketing budget more effectively by identifying high-performance channels and reallocating resources. Besides this, the significant increase in the proliferation of digital channels and surge in the number of social media users across the globe, resulting in higher data consumption and making software crucial to optimize this user data better to attribute market trends and consumer spending behavior, which in turn, have propelled the growth of the segment market.
Regional Insights
- North America region dominated the global market in 2022
The North America emerged as the largest region. Growth can be largely accelerated by the increased concentration of leading regional companies for the adoption of advanced marketing attribution software to use better their marketing expenditure and robust presence of well-developed or established industrial infrastructure, including BFSI, telecom, healthcare, and travel, among others.
The Asia Pacific region is anticipated to emerge as the fastest growing region with a healthy CAGR during the forecast period, owing to increased penetration of mobile devices and smartphones and constant rise in social media and influencer marketing in countries like India, China, South Korea, and Malaysia and a number of businesses looking for an effective way to measure ROI on their marketing efforts.
Key Market Players & Competitive Insights
The marketing attribution software market is highly fragmented with the presence of several leading global players. The top 5 market players include Adobe, SAP, Oracle Corporation, Google, and Rockerbox, and these players are constantly focusing on the expansion and strengthening of their product portfolio and market reach through various business development strategies including new product launches, partnerships, collaborations, and acquisitions.
Some of the major players operating in the global market include:
- Adobe
- Oracle Corporation
- SAP
- Marketing Attribution
- LeanData
- Rockerbox
- The Nielsen Company
- Full Circle Insights
- Analytic Partners
- Visual IQ
- Engagio
- Wizaly
- IBM Corporation
Recent Developments
- In May 2023, Enji, a rapidly growing Tech startup, announced the launch of its new flagship SaaS application, which introduces the company’s first marketing strategy and implementation platform for small businesses globally. With the launch of this software, the company makes marketing easy and more accessible for small businesses and allows them to compete with brands of all sizes.
- In February 2023, Dealtale, a global leader in Causal AI for marketers, announced the development of Marketing Co-Pilot, which is an artificial intelligence feature allowing marketers to quickly get answers for complex questions about past, present, and future performance metrics.
Marketing Attribution Software Market Report Scope
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Report Attributes |
Details |
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Market size value in 2024 |
USD 4744.16 million |
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Revenue Forecast in 2032 |
USD 15,318.89 million |
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CAGR |
15.80% from 2024 – 2032 |
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Base year |
2023 |
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Historical data |
2019 – 2022 |
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Forecast period |
2024 – 2032 |
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Quantitative units |
Revenue in USD million and CAGR from 2024 to 2032 |
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Segments Covered |
By Component, By Attribution Type, By Deployment Type, By Industry Vertical, By Region |
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Regional scope |
North America, Europe, Asia Pacific, Latin America; Middle East & Africa |
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Customization |
Report customization as per your requirements with respect to countries, regions, and segmentation. |
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