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The cross-channel attribution market is an extremely fragmented list of players across the services and technologies space. Over the past two years, the attribution market has seen a variety of new entrants — from traditional marketing mix modeling providers to new startups and ad technologies. A broad array of vendors focus on cross-channel measurement, and marketers turn to these firms to provide guidance on development, management, and analysis of complex marketing efforts. These vendors provide what customers are looking for: turning insights into action, calculating accurate customer and channel performance metrics, providing a holistic view of the customer purchase path, and taming the messiness of big data.
Agenda:
Key takeaways:
Vendors mentioned:
Abakus, AOL/Convertro, eBay Enterprise, Google, Marketing Evolution, MarketShare, Rakuten DC Storm, and Visual IQ
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In Forrester's 56-criteria evaluation of cross-channel attribution vendors, we identified the eight most significant cross-channel attribution providers with advanced algorithmic-based models — Abakus, AOL/Convertro, eBay Enterprise, Google, Marketing Evo
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