02 November 2012, London -- Econsultancy has this week published the second edition of its Marketing Attribution Management Buyer's Guide which covers market trends in this expanding 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 23 leading vendors of technology and services, with a focus on the US and UK markets.

Econsultancy Research Analyst Amy Rodgers, said: “Attribution technology helps marketers make sense of the customer journey through providing a vision of how multiple channels are interacting, allowing companies to optimise and allocate budgets effectively.

“The number of attribution management vendors is increasing, from companies with a heritage in web analytics, paid search, tag management and ad serving, to agencies and consultancies offering attribution modelling for their clients.”

“With so many vendors offering attribution-related technology and services, the challenge lies in identifying a supplier who can provide actionable and reliable information from the vast amount of data available.”

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:

- Companies delay adoption of attribution despite move to multichannel
- Industry wrestles with standardization in a world where one size doesn’t fit all
- Incorporation of mobile and social as attribution becomes increasingly sophisticated
- Companies seek ‘single view of truth’ from confusing and conflicting data sets
- Information overload fuels demand for analysts

Which vendors are featured in the buyer’s guide?

The 23 suppliers of technology and services profiled in the report are as follows: Adobe, Adometry, Aggregate Knowledge, Atlas Advertiser Suite, ChannelAdvisor, ClearSaleing, DC Storm, Encore Media Metrics, Google, IBM Coremetrics, IgnitionOne, Intelligent Reach, Kenshoo, Lynchpin, Marin Software, Mediaplex, Media Contacts (Artemis), PwC, QuBit, Rimm-Kaufman Group, Shomei, TagMan and Visual IQ.

In addition to latest trends, tips, and pitfalls to avoid, the guide 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@econsultancy.com T: +44 (0)207 269 1465)

About Econsultancy

Econsultancy is a digital marketing best practice community and publisher, which educates the world’s marketers on everything from web analytics and email marketing, to social media, PR and e-commerce. Econsultancy provides independent research, consultancy services, and worldwide events and training for more than 140,000 members and counting, and has offices in London, New York, Sydney, Singapore and Dubai. Econsultancy is a part of Centaur Media plc.

Web: http://econsultancy.com Twitter: http://twitter.com/econsultancy

Published on: 1:48PM on 2nd November 2012