Econsultancy has this week published its first Marketing Attribution Management Buyer's Guide which covers market trends in this fast-growing digital sector.

The report contains an analysis of market trends, and tips for marketers who want to invest in attribution technology in order to understand the interaction between different marketing channels, and allocate value accordingly.

The guide contains profiles of 18 leading vendors of technology and services, with a focus on the US and UK markets.

Linus Gregoriadis, Econsultancy's Research Director, said: "The marketing attribution landscape has really started to hot up this year. Companies with a heritage in web analytics, paid search, tag management and ad serving are all stepping forward to offer their clients attribution technology. Agencies and consultancies are also offering modelling frameworks which can help marketers understand the relationship between different digital and offline customer touch points on the customer journey."

He added: "The challenge for advertisers is to understand which vendors offer the most appropriate technology and services. As with web analytics technology, the most important requirement is to have actionable data."

The report starts with a look at trends in the marketing attribution management market, as well as an assessment of the sector's strengths, weaknesses, opportunities and threats.

Trends covered in this guide include:

-) Attribution takes centre stage as marketers grasp importance of multichannel
-) Vendors stake claim for marketing attribution business
-) Google launches Multi-Channel Funnels
-) Marketers move to more sophisticated attribution
-) Attribution holds key to understanding social media value

Which vendors are featured in the buyer’s guide?

The 18 suppliers of technology and services profiled in the report are as follows: Adobe, Atlas, ChannelAdvisor, ClearSaleing, Coremetrics, DC Storm, DoubleClick, Efficient Frontier, Facilitate Digital, Foviance, IgnitionOne, Logan Tod, Lynchpin, Marin Software, Shomei, TagMan, The Rimm-Kaufman Group and Visual IQ.

About the Marketing Attribution Management Buyer’s Guide

The 184-page report provides details about the trends and issues affecting the marketing attribution management sector, as well as advice about how to find the right vendor.

The guide also includes extensive insight from marketing attribution thought leaders.

Report URL:

The report is available to Econsultancy subscribers (Silver membership and above), or on a pay-per-view basis.

Media contact:

Linus Gregoriadis, Research Director, Econsultancy

(e: linus AT T: +44 (0)207 269 1465)

About Econsultancy

Econsultancy is a digital publishing and training group used by more than 200,000 internet professionals every month.

The company publishes practical and time-saving research to help marketers make better decisions about the digital environment, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

Econsultancy has offices in London and New York, and hosts more than 100 events every year in the UK and US. Many of the world's most famous brands use Econsultancy to educate and train their staff.

Some of Econsultancy’s members are: Google, Yahoo!, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic, Barclays, Deloitte, T-Mobile and Estée Lauder.

Join Econsultancy today to learn what’s happening in digital marketing – and what works.

Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You can also contact us online.

Published on: 10:35AM on 1st June 2011