Gartner Research

Market Guide for Attribution and Marketing Mix Modeling

Published: 30 September 2016

ID: G00315013

Analyst(s): Christi Eubanks , Lizzy Foo Kune , Martin Kihn

Summary

Marketing leaders turn to attribution and marketing mix modeling providers to help them understand the impact of their marketing efforts and media investments. Use this guide to navigate the different providers in this complex and fast-moving analytics category.

Table Of Contents

Market Definition

  • Marketing Mix Modeling
  • Multitouch Attribution
  • Unified Measurement

Market Direction

  • MTA Descends Into the Trough

Market Analysis

  • Engagement Structure

Representative Vendors

  • Abakus
  • Adobe
  • Analytic Partners
  • AOL Convertro
  • C3 Metrics
  • Conversion Logic
  • Flashtalking
  • Google Attribution 360
  • Impact Radius
  • IRI
  • Neustar MarketShare
  • OptiMine Software
  • ThinkVine
  • Visual IQ

Market Recommendations

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