1 INTRODUCTION 15
1.1 OBJECTIVES OF THE STUDY 15
1.2 MARKET DEFINITION 15
1.3 MARKET SCOPE 16
1.3.1 MARKET SEGMENTATION 16
1.3.2 REGIONS COVERED 16
1.4 YEARS CONSIDERED FOR THE STUDY 17
1.5 CURRENCY CONSIDERED 17
1.6 STAKEHOLDERS 18

2 RESEARCH METHODOLOGY 19
2.1 RESEARCH DATA 19
2.1.1 SECONDARY DATA 20
2.1.2 PRIMARY DATA 20
2.1.2.1 Breakup of primary profiles 20
2.1.2.2 Key industry insights 21
2.2 MARKET BREAKUP AND DATA TRIANGULATION 22
2.3 MARKET SIZE ESTIMATION 23
2.3.1 TOP-DOWN APPROACH 23
2.3.2 BOTTOM-UP APPROACH 24
2.4 MARKET FORECAST 24
2.5 ASSUMPTIONS FOR THE STUDY 25
2.6 LIMITATIONS OF THE STUDY 25

3 EXECUTIVE SUMMARY 26

4 PREMIUM INSIGHTS 29
4.1 ATTRACTIVE OPPORTUNITIES IN THE MULTI-TOUCH MARKETING ATTRIBUTION SOFTWARE MARKET 29
4.2 MULTI-TOUCH MARKETING ATTRIBUTION SOFTWARE MARKET IN NORTH AMERICA,
BY VERTICAL AND COUNTRY 30
4.3 MULTI-TOUCH MARKETING ATTRIBUTION SOFTWARE MARKET: MAJOR COUNTRIES 30

5 MARKET OVERVIEW AND INDUSTRY TRENDS 31
5.1 INTRODUCTION 31
5.2 MARKET DYNAMICS 31
5.2.1 DRIVERS 32
5.2.1.1 Growing number of marketing channels to reach end customers 32
5.2.1.2 Increasing focus of enterprises to optimize marketing spend 32
5.2.2 RESTRAINTS 33
5.2.2.1 Inconsistent historic data format makes data processing laborious 33
5.2.2.2 Constantly changing regulatory environment across the world 33
5.2.3 OPPORTUNITIES 33
5.2.3.1 Proliferation of big data and analytics 33
5.2.3.2 Growing demand for B2B marketing attribution solutions 33
5.2.4 CHALLENGES 34
5.2.4.1 Selection of a relevant multi-touch marketing attribution model and vendor 34
5.3 INDUSTRY TRENDS 34
5.3.1 USE CASE 1: FOSPHA 34
5.3.2 USE CASE 2: EQUIFAX 35
5.3.3 USE CASE 3: OPTIMINE 35

6 MULTI-TOUCH MARKETING ATTRIBUTION SOFTWARE MARKET,
BY COMPONENT 36
6.1 INTRODUCTION 37
6.2 SOLUTION 38
6.2.1 INCREASED NEED AMONG ORGANIZATIONS TO MEASURE EFFECTIVENESS OF THEIR EXISTING MARKETING CAMPAIGNS ACROSS TOUCHPOINTS TO DRIVE THE ADOPTION OF THE MULTI-TOUCH MARKETING ATTRIBUTION SOLUTION AMONG ENTERPRISES 38
6.3 SERVICES 38
6.3.1 INTEGRATION AND IMPLEMENTATION SERVICES 39
6.3.1.1 Need to adopt industry ready multi-touch marketing attribution solution for marketing activities for competitive edge in the market to drive the adoption of integration and implementation services 39
6.3.2 ADVISORY SERVICES 40
6.3.2.1 Growing need to adopt the best multi-touch marketing attribution model to boost the adoption of advisory services among enterprises 40
6.3.3 SUPPORT AND MAINTENANCE SERVICES 41
6.3.3.1 Focus on continuous technical assistance and upgrading existing technology with the pace of technological advancements to drive the growth of support and maintenance services 41

7 MULTI-TOUCH MARKETING ATTRIBUTION SOFTWARE MARKET,
BY DEPLOYMENT TYPE 42
7.1 INTRODUCTION 43
7.2 ON-PREMISES 44
7.2.1 SECURITY CONCERNS AMONG LARGE ENTERPRISES TO DRIVE THE ADOPTION OF ON-PREMISES MULTI-TOUCH MARKETING ATTRIBUTION SOLUTIONS 44
7.3 CLOUD 45
7.3.1 SCALABILITY AND COST-EFFECTIVENESS OF CLOUD-BASED MULTI-TOUCH MARKETING ATTRIBUTION SOLUTIONS TO DRIVE THEIR ADOPTION DURING THE FORECAST PERIOD 45

8 MULTI-TOUCH MARKETING ATTRIBUTION SOFTWARE MARKET,
BY ORGANIZATION SIZE 46
8.1 INTRODUCTION 47
8.2 SMALL AND MEDIUM-SIZED ENTERPRISES 48
8.2.1 NEED FOR COST-EFFECTIVE ATTRIBUTION SOLUTIONS TO GAIN COMPETITIVE EDGE IN HIGHLY DYNAMIC MARKET TO BOOST THE ADOPTION OF THE MULTI-TOUCH MARKETING ATTRIBUTION SOLUTION AMONG SMES 48
8.3 LARGE ENTERPRISES 49
8.3.1 FIERCE COMPETITION AMONG ENTERPRISES IN THE MARKET TO DRIVE THE MULTI-TOUCH MARKETING ATTRIBUTION SOFTWARE MARKET AMONG LARGE ENTERPRISES 49

9 MULTI-TOUCH MARKETING ATTRIBUTION SOFTWARE MARKET, BY VERTICAL 50
9.1 INTRODUCTION 51
9.2 RETAIL 52
9.2.1 HEAVY INTERNET PENETRATION ACROSS MAJOR ECONOMIES AND CUSTOMER RELIANCE ON ONLINE PLATFORMS TO FUEL THE ADOPTION OF THE MULTI-TOUCH MARKETING ATTRIBUTION SOLUTION AMONG ENTERPRISES IN THE RETAIL VERTICAL 52
9.3 FAST MOVING CONSUMER GOODS AND CONSUMER PACKAGED GOODS 53
9.3.1 INCREASING USE OF ONLINE CHANNELS BY CONSUMER TO DRIVE THE ADOPTION OF THE MULTI-TOUCH MARKETING ATTRIBUTION SOLUTION AMONG ENTERPRISES IN THE AREA OF FMCG AND CPG 53
9.4 COMPUTING PRODUCTS AND CONSUMER ELECTRONICS 54
9.4.1 HIGH COMPETITION AND DYNAMIC CUSTOMER REQUIREMENTS DURING PURCHASE OF GOODS TO PROPEL THE ADOPTION OF THE MULTI-TOUCH MARKETING ATTRIBUTION SOLUTION AMONG ENTERPRISES 54
9.5 TELECOM AND IT 55
9.5.1 SIGNIFICANT INCREASE IN INTERNET PENETRATION, DYNAMIC CUSTOMER NEEDS, AND FIERCE COMPETITION TO DRIVE THE ADOPTION OF THE MULTI-TOUCH MARKETING ATTRIBUTION SOLUTION AMONG TELECOM AND IT COMPANIES 55
9.6 BANKING, FINANCIAL SERVICES AND INSURANCE 56
9.6.1 AGGRESSIVE SHIFT OF BFSI ENTERPRISES TOWARD DIGITAL MEDIUM TO PROPEL THE ADOPTION OF THE MULTI-TOUCH MARKETING ATTRIBUTION SOLUTION 56
9.7 MEDIA AND ENTERTAINMENT 57
9.7.1 INCREASED NEED TO ENHANCE CUSTOMER EXPERIENCE AND MEASURE EFFECTIVENESS OF MARKETING CHANNELS AMIDST HIGH COMPETITION TO DRIVE THE MULTI-TOUCH MARKETING ATTRIBUTION SOFTWARE MARKET 57
9.8 HEALTHCARE 58
9.8.1 NEED TO MANAGE MARKETING SPENDS AND IDENTIFY EFFECTIVE DIGITAL CHANNELS FOR MARKETING ACTIVITIES TO DRIVE ADOPTION OF THE MULTI-TOUCH MARKETING ATTRIBUTION SOLUTION AMONG ENTERPRISES 58
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9.9 TRAVEL AND HOSPITALITY 58
9.9.1 NEED TO HAVE COMPETITIVE ADVANTAGE AND EFFECTIVELY CARRY OUT MARKETING CAMPAIGNS TO REACH OUT TO PROSPECTIVE CUSTOMERS TO DRIVE THE GROWTH OF THE MULTI-TOUCH MARKETING ATTRIBUTION SOFTWARE MARKET 58
9.10 OTHERS 59

10 MULTI-TOUCH MARKETING ATTRIBUTION SOFTWARE MARKET, BY REGION 60
10.1 INTRODUCTION 61
10.2 NORTH AMERICA 63
10.2.1 UNITED STATES 66
10.2.1.1 Increasing digital channel effectiveness to drive the multi-touch marketing attribution software market in the US 66
10.2.2 CANADA 66
10.2.2.1 Need for measuring and analyzing marketing performance to increase the adoption of the multi-touch marketing attribution solution among organizations in Canada 66
10.3 EUROPE 67
10.3.1 UNITED KINGDOM 69
10.3.1.1 Growing need to analyze performance metrics of marketing campaigns to drive the adoption of the multi-touch marketing attribution solution 69
10.3.2 GERMANY 69
10.3.2.1 Increase in need for multi-channel marketing and rise of data volume in the arena of marketing to propel the growth of the multi-touch marketing attribution software market 69
10.3.3 FRANCE 70
10.3.3.1 Increased awareness among enterprises to understand how digital channels work together to drive the growth of the multi-touch marketing attribution software market 70
10.3.4 REST OF EUROPE 70
10.4 ASIA PACIFIC 71
10.4.1 AUSTRALIA AND NEW ZEALAND 74
10.4.1.1 Need to effectively analyze complex marketing data to fuel the adoption of the multi-touch marketing attribution solution 74
10.4.2 CHINA 74
10.4.2.1 Demand for consistent data-driven marketing solutions among clients to drive the multi-touch marketing attribution software market 74
10.4.3 INDIA 74
10.4.3.1 Increased awareness among enterprises to smoothen their marketing activities to propel the adoption of the multi-touch marketing attribution solution 74
10.4.4 REST OF ASIA PACIFIC 75
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10.5 MIDDLE EAST AND AFRICA 75
10.5.1 KINGDOM OF SAUDI ARABIA 78
10.5.1.1 Increased need to quantify the relative impact of marketing revenue to propel the multi-touch marketing attribution software market in KSA 78
10.5.2 UNITED ARAB EMIRATES 78
10.5.2.1 On-the-go marketing fostered by mobile gadgets across marketing channels to boost the need to adopt the multi-touch marketing attribution solution among enterprises in the UAE 78
10.5.3 SOUTH AFRICA 78
10.5.3.1 Increasing pressure on marketing teams to improve RoI on marketing spends to boost the adoption of the multi-touch marketing attribution solution in South Africa 78
10.5.4 REST OF MIDDLE EAST AND AFRICA 78
10.6 LATIN AMERICA 79
10.6.1 BRAZIL 81
10.6.1.1 Need to attribute cross-device measurement among enterprises for smart spending and high returns to boost the growth of the multi-touch marketing attribution software market 81
10.6.2 MEXICO 81
10.6.2.1 Improving customer experience throughout buying journey and identifying effective marketing channels to propel the adoption of the multi-touch marketing attribution solution 81
10.6.3 REST OF LATIN AMERICA 82

11 COMPETITIVE LANDSCAPE 83
11.1 OVERVIEW 83
11.2 COMPETITIVE SCENARIO 84
11.2.1 PRODUCT/SERVICE/SOLUTION LAUNCHES AND ENHANCEMENTS 84
11.2.2 BUSINESS EXPANSIONS 86
11.2.3 ACQUISITIONS 86
11.2.4 PARTNERSHIPS, AGREEMENT, AND COLLABORATIONS 87
11.3 COMPETITIVE LEADERSHIP MAPPING 88
11.3.1 VISIONARY LEADERS 88
11.3.2 DYNAMIC DIFFERENTIATORS 88
11.3.3 INNOVATORS 88
11.3.4 EMERGING COMPANIES 89
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12 COMPANY PROFILES 90
12.1 ADOBE 90
(Business Overview, Solutions Offered, Recent Developments, SWOT Analysis, and MNM View)*
12.2 SAP 93
12.3 ORACLE 96
12.4 MERKLE 99
12.5 VISUAL IQ 101
12.6 LEANDATA 104
12.7 NEUSTAR 106
12.8 ROIVENUE 108
12.9 C3 METRICS 109
12.10 APPSFLYER 110
12.11 LEADSRX 112
12.12 EQUIFAX 112
12.13 WINDSOR.AI 113
12.14 MANTHAN 113
12.15 ORIBI 113
*Details on Business Overview, Solutions Offered, Recent Developments, SWOT Analysis, and MNM View might not be captured in case of unlisted companies.

13 APPENDIX 114
13.1 DISCUSSION GUIDE 114
13.2 KNOWLEDGE STORE: MARKETSANDMARKETS’ SUBSCRIPTION PORTAL 118
13.3 AVAILABLE CUSTOMIZATIONS 120
13.4 RELATED REPORTS 120
13.5 AUTHOR DETAILS 121