We outline the market outlook for marketing attribution in the consumer and retail industry — from investment trends and leading companies to recommendations for players in the space.
What is marketing attribution?
Companies building marketing attribution technology provide teams with insight into effective channels for digital marketing to help advertisers make informed spending decisions. Some of these solutions focus on closed-loop attribution — providing a direct link between targeted ads and sales — to help improve return on ad spend (ROAS) for advertisers.
Features & capabilities
Marketing attribution provides brands and retailers with several capabilities, including the following:
- Reconciled marketing spending data
- Data clean rooms
- Budget optimization
- Artificial intelligence-driven attribution platforms
- Integrated data for enterprise resource planning systems
Benefits
Marketing attribution offers these substantial benefits for brands and retailers:
- Improved marketing return on investment
- Improved conversion rates
- Decreased cost per acquisition
- Increased ROAS
- Reduced data collecting and reporting
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