The global multi-touch marketing attribution software market size is expected to grow from USD 816 million in 2018 to USD 1,634 million by 2023, at a Compound Annual Growth Rate (CAGR) of 14.9% during the forecast period. The major factors driving the growth of multi-touch marketing attribution software market are rising need to optimize marketing spend and growing number of marketing channels to reach end customers.
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The major multi-touch marketing attribution software vendors include:
Adobe (US), SAP (Germany), Visual IQ (US), Oracle (US), Neustar (US), LeadsRx (US), LeanData (US), Merkle (US), Roivenue (Czech Republic), C3 Metrics (US), AppsFlyer (US), Equifax (US), Windsor.ai (Switzerland), Manthan (India), and Oribi (Israel). These players have adopted various growth strategies, such as partnerships, agreements, and collaborations, and new product launches, to further expand their presence in the global multi-touch marketing attribution software market. Partnerships and new product launches have been the most dominating strategies adopted by the major players from 2016 to 2018, which have helped them innovate their offerings and broaden their customer base.
Adobe is a leading company that offers multi-touch marketing attribution software and services. The company offers comprehensive products, solutions, and services and helps its customers effectively make, manage, measure, and monetize their digital content across channels. The company’s Adobe Analytics Cloud helps businesses understand customer journeys across devices while improving RoI. The company keenly focuses on developing cost-effective and easy-to-deploy innovative technology solutions and adopts both organic and inorganic growth strategies. For instance, in October 2018, the company acquired Marketo to offer a combination of Adobe Experience Cloud’s analytics, personalization, and content capabilities with Marketo’s lead management, account-based marketing, and revenue attribution technology to its customers. Furthermore, in March 2018, Adobe launched Adobe Experience Cloud Device Co-op, a network that helps brands better understand their customer’s journeys and enable them to offer personalized and enhanced brand experience across devices to their customers.
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SAP is another leading company that offers multi-touch marketing attribution software and services. The company’s diverse portfolio includes applications, technologies and services, and SAP business network segments. The company’s innovative solutions help businesses improve RoI by leveraging advanced technologies, such as IoT, ML, and AI. Under the multi-touch marketing attribution software market, the company offers SAP customer attribution. SAP’s customer attribution helps marketers gain insight into the performance of each marketing touch point and enable them to understand the complete customer journey. The company has adopted various growth strategies to expand its market reach and enhance its offerings for providing customers with comprehensive solutions. For instance, in June 2018, SAP introduced SAP C/4HANA and SAP HANA Data Management Suite for helping businesses retain their customers. The SAP C/4HANA is an integrated offering to modernize legacy CRM solutions. The SAP HANA Data Management Suite enables organizations to gain visibility and control of their highly distributed data.
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