Gartner Research

Market Guide for Attribution and Marketing Mix Modeling

Published: 30 May 2018

ID: G00317823

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


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

Table Of Contents

Market Definition

  • Market Description
    • Marketing Mix Modeling
    • Multitouch Attribution
    • Combining MMM and MTA

Market Direction

  • MTA Descends Into the Trough of Disillusionment

Market Analysis

  • Typical Project Scope

Representative Vendors

  • Market Introduction

Market Recommendations

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.