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市场调查报告书
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1406232

多点触控归因：市场占有率分析、产业趋势/统计、成长预测，2024-2029

Multi-Touch Attribution - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts 2024 - 2029
出版日期: | 出版商: Mordor Intelligence | 英文 115 Pages | 商品交期: 2-3个工作天内

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简介目录

多点触控归因市场规模预计到 2024 年为 21.4 亿美元，预计到 2029 年将达到 40.5 亿美元，在预测期内（2024-2029 年）复合年增长率为 13.64%。

多点触控归因市场-IMG1

随着企业快速升级并接受全球技术颠覆，行销经理越来越多地在行销活动上进行策略性支出并采用最新的数位行销趋势。因此，我们预期多点触摸归因模型的采用将超过单点触摸归因模型。

主要亮点

  • 随着社群媒体和其他数位平台的日益普及，行销经理正在大力投资以支持和促进销售。根据《广告时代》发表的报导，一家金融服务公司的行销支出在 2021 年增加 78% 的基础上，在 2022 年前 9 个月增加了 55%。
  • 2022 年 5 月，语音研究与分析平台 Veritonic 宣布推出其语音归因解决方案。此解决方案可协助企业追踪和衡量任何应用程式、託管平台或收听装置上的音讯广告的效果。负责人可以更了解音讯创新的有效性，并获得可操作的见解，从而提高广告支出的投资报酬率。
  • 电子商务网站的大规模成长已成为行销人员采用多点触控或多通路归因策略的主要推动力。如今电子商务网站面临的主要问题是用户放弃购物车中的商品。据 Contact Pigeon 称，大约 70% 的电子商务消费者放弃了购物车。行销自动化可以帮助您自动向用户发送电子邮件并通知他们已停产的产品。
  • 人工智慧（AI）和机器学习（ML）的出现预计将进一步推动预测个人化的成长，并成为预测期内利用行销归因的最大收益。人工智慧使管理者能够透过管道分析和预测更好地了解客户。这是客户转换和客户维繫的关键驱动力。
  • 由于 COVID-19 大流行，全球零售商和领先奢侈品牌面临短期挑战，包括永续收益、健康和安全、供应链管理、劳动力短缺和定价。随着世界各国政府实施隔离措施以防止 COVID-19 传播，人们被迫留在家里，导致网路购物和大量购买的增加。因此，供应链承受着巨大压力。多点触控归因解决方案也帮助零售商在此次疫情期间取得了正面成果。

多点触控归因市场趋势

零售和电子商务行业预计将呈现最大成长

  • 数位商务市场的成长和紧张的营运预算使电子商务参与者能够对其投资的技术和解决方案做出明智的选择。这可以实现投资回报率最大化。零售公司必须了解他们的客户以及他们对便利、一致的购物体验的需求，并采用策略解决方案来最大限度地提高客户转换率。
  • 此外，大多数零售公司损失了三分之一以上的贸易促进投资。造成这种情况的主要原因是决策者无法衡量投资回报率、贸易促销无效以及无法利用资料来优化支出以收益盈利。因此，市场上许多零售商现在采用多点触控归因模型，而不是单点触控归因模型。这可以帮助您分析哪些接触点和行销管道直接推动客户转换。
  • 2023年3月，Lily AI宣布推出产品属性平台自助服务模式。这种自助服务解决方案使零售商和品牌弹性直接在其产品目录中应用增加的产品属性，以便用于晶粒和行销业务。
多点触控归因市场-IMG2

预计北美将主导市场

  • 北美市场预计将继续主导多点触控归因市场，因为大多数全球主要供应商都位于该地区。行销服务投资的增加和社交媒体的广泛存在使该地区成为市场研究的有利基础。
  • 根据美国商务部和人口普查局的数据，2022年第四季美国零售电商总销售额预计为17,858亿美元。预计 2022 年第四季电子商务销售额较 2021 年第四季成长 6.5%，同期零售总额成长 5.7%。
  • 2022 年 11 月，Nielsen IQ 宣布将向平台用户提供全销售资料。这种新的报告功能为新兴企业和成长型企业（中小型企业）提供克服全通路习惯和采购挑战所需的资讯。

多点触控归因产业概述

由于全球多个市场参与者的存在，多点触控归因市场的竞争形势可能会变得更具凝聚力。市场参与者正在策略性地建立伙伴关係和协作，以推动市场扩张。这些公司也专注于创新和产品开发，以加强其市场影响力和全球影响力。

2022年6月，全通路广告平台Mediaocean宣布收购Drishyam AI。该公司是一家软体公司，能够自动执行识别广告内容、解释其含义并大规模优化广告的过程。

2022 年 8 月，资料驱动驱动公司 Claritas 宣布推出具有演算法多点触控归因功能的归因解决方案 3.0 版。监控客户互动并在评估多通路行销工作时提供无与伦比的准确性。

其他福利

  • Excel 格式的市场预测 (ME) 表
  • 3 个月的分析师支持

目录

第一章简介

  • 研究假设和市场定义
  • 调查范围

第二章调查方法

第三章执行摘要

第四章市场动态

  • 市场概况
  • 市场驱动因素
    • 负责人对最大化投资报酬率越来越感兴趣
    • 行销管道的增加和行销支出优化的需要
    • 人工智慧、巨量资料、云端运算等技术和解决方案在行销中的应用
  • 市场抑制因素
    • 对现有行销实务、培训和变革管理转型的怀疑
  • 产业吸引力－波特五力分析
    • 供应商的议价能力
    • 买家/消费者的议价能力
    • 新进入者的威胁
    • 替代品的威胁
    • 竞争公司之间敌对关係的强度
  • COVID-19 市场影响评估

第五章市场区隔

  • 最终用户产业
    • 零售/电子商务
    • BFSI
    • 资讯科技/通讯
    • 消费性电子产品
    • 旅游/旅游
    • 其他（医疗保健/生命科学、媒体/娱乐）
  • 地区
    • 北美洲
    • 欧洲
    • 亚太地区
    • 拉丁美洲
    • 中东/非洲

第六章 竞争形势

  • 公司简介
    • Adobe, Inc.
    • Neustar, Inc.
    • Engagio Inc.
    • Conversion Logic, Inc.
    • LeanData Inc.
    • Merkle Inc.
    • The Nielsen Company
    • AppsFlyer
    • Equifax, Inc.
    • Manthan
    • Ipsos Group SA
    • LeadsRx, Inc.

第七章 投资分析

第八章 市场机会及未来趋势

简介目录
Product Code: 70758
Multi-Touch Attribution - Market - IMG1

The Multi-Touch Attribution Market size is estimated at USD 2.14 billion in 2024, and is expected to reach USD 4.05 billion by 2029, growing at a CAGR of 13.64% during the forecast period (2024-2029).

Businesses are rapidly upgrading themselves and embracing technological disruptions globally, increasing the marketing managers to strategically spend on marketing activities and adopt the latest digital marketing trends. Hence, adopting the multi-touch attribution model over the single-touch attribution model is expected to increase.

Key Highlights

  • Due to the increased adoption of social media and other digital platforms, marketing managers are investing significantly to support and boost their sales. According to a published article by Advertising Age, a financial services firm boosted marketing spending by 55% in the first nine months of 2022, on top of a 78% increase in 2021.
  • In May 2022, Veritonic, an audio research and analytics platform, announced the debut of its audio attribution solution. It will assist businesses in tracking and measuring audio ad performance across any app, hosting platform, or listening device. It would allow marketers to better understand the effect of their audio creative and gain actionable insights that would increase the ROI on their advertising spend.
  • The massive growth of the e-commerce website is a major factor driving marketers' adoption of multi-touch or multi-channel attribution strategy. Nowadays, the primary issue the e-commerce website faces is when a user abandons the product in the shopping cart. According to Contact Pigeon, about 70% of e-commerce shoppers abandon their carts. Marketing automation helps in sending out automated mail to the user, notifying them about the discontinued product.
  • The advent of artificial intelligence (AI) and machine learning (ML) further propelled the growth of predictive personalization, expected to be the most prolific advantage of utilizing marketing attribution over the forecast period. AI allows managers to understand their customers more profoundly, which involves analyzing and predicting the channels. It acts as a major driver for customer conversion and retention.
  • Due to the COVID-19 pandemic, retailers and leading luxury brands globally were facing short-term challenges across sustained revenues, health and safety, supply chain management, labor shortages, and pricing, to name a few. With governments worldwide enforcing quarantines to curb transmission of COVID-19, people staying back at home led to increased online shopping and bulk buying of goods. It resulted in massive supply chain stress. Amidst this outbreak, multi-touch attribution solutions also assisted retailers in attaining positive outcomes.

Multi-Touch Attribution Market Trends

Retail & E-commerce Industry Expected to Show Maximum Growth

  • The growing digital commerce market and tighter operational budgets are enabling e-commerce players to make smart choices regarding the technologies and solutions to invest in. It would help them maximize their ROI. Retailers must adopt strategic solutions to maximize customer conversion to understand the customers and their needs for convenient and consistent shopping experiences.
  • Additionally, a significant portion of the retailers lose over one-third of their investment in trade promotions, primarily due to decision-makers' inability to measure ROI, trade promotion ineffectiveness, and profitably optimize spend by leveraging data. It led to many retailers in the market currently adopting a multi-touch attribution model over a single-touch attribution model. It helps them analyze which touchpoint or marketing channel directly drives customer conversion.
  • In March 2023, Lily AI announced the debut of a self-service model of its product attributes platform. This self-service solution gives retailers and brands the flexibility to directly apply increased product attribution throughout their product catalog for use by both merchandising and marketing operations.
Multi-Touch Attribution - Market - IMG2

North America Expected to Dominate the Market

  • North American market is expected to continue to dominate the multi-touch attribution market, as most of the major global vendors are based in the region. The increasing marketing services investment and an enormous social media presence make the region a lucrative hub for the market studied.
  • According to the Census Bureau of the Department of Commerce, US retail e-commerce total sales for the fourth quarter of 2022 were estimated at USD 1,785.8 billion. The fourth quarter of 2022 e-commerce estimate increased 6.5% from the fourth quarter of 2021, while total retail sales increased 5.7% in the same period.
  • In November 2022, NielsenIQ announced the availability of Omnisales data to its platform users. The new reporting functionality gives emerging and growing (small and mid-sized) companies the information they need to overcome the difficulties of omnichannel habits and purchases.

Multi-Touch Attribution Industry Overview

The competitive landscape of the multi-touch attribution market could be more cohesive, owing to several market players worldwide. The market players are strategically forming partnerships and collaborations to drive market expansion. Also, the companies are focusing on innovations and product development to enhance their market presence and global foothold.

In June 2022, Mediaocean, a platform for omnichannel advertising, announced that the company acquired Drishyam AI. It is a software company that automates the process of identifying the content of ads, interpreting their meaning, and optimizing them at scale.

In August 2022, Claritas, a data-driven company, unveiled Version 3.0 of its attribution solution, which supports algorithmic multi-touch attribution. It monitors customer interaction and provides unmatched accuracy for evaluating multichannel marketing initiatives.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions & Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET DYNAMICS

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Increasing Focus of Marketers on Maximizing the ROI
    • 4.2.2 Growing Number of Marketing Channels and Need for Optimization of Marketing Expenditure
    • 4.2.3 Adoption of Technology and Solutions such as AI, Big Data, and Cloud Computing in Marketing
  • 4.3 Market Restraints
    • 4.3.1 Skepticism About Shifting from Existing Marketing Practices, Training and Change Management
  • 4.4 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.4.1 Bargaining Power of Suppliers
    • 4.4.2 Bargaining Power of Buyers/Consumers
    • 4.4.3 Threat of New Entrants
    • 4.4.4 Threat of Substitute Products
    • 4.4.5 Intensity of Competitive Rivalry
  • 4.5 Assessment of Impact of Covid-19 on the Market

5 MARKET SEGMENTATION

  • 5.1 End-user Industry
    • 5.1.1 Retail & E-commerce
    • 5.1.2 BFSI
    • 5.1.3 IT & Telecom
    • 5.1.4 Consumer Electronics
    • 5.1.5 Travel & Tourism
    • 5.1.6 Other End-user Industries (Healthcare & Life Sciences, Media & Entertainment)
  • 5.2 Geography
    • 5.2.1 North America
    • 5.2.2 Europe
    • 5.2.3 Asia Pacific
    • 5.2.4 Latin America
    • 5.2.5 Middle East and Africa

6 COMPETITIVE LANDSCAPE

  • 6.1 Company Profiles*
    • 6.1.1 Adobe, Inc.
    • 6.1.2 Neustar, Inc.
    • 6.1.3 Engagio Inc.
    • 6.1.4 Conversion Logic, Inc.
    • 6.1.5 LeanData Inc.
    • 6.1.6 Merkle Inc.
    • 6.1.7 The Nielsen Company
    • 6.1.8 AppsFlyer
    • 6.1.9 Equifax, Inc.
    • 6.1.10 Manthan
    • 6.1.11 Ipsos Group SA
    • 6.1.12 LeadsRx, Inc.

7 INVESTMENT ANALYSIS

8 MARKET OPPORTUNITIES AND FUTURE TRENDS