Best Attribution Software

Marketing attribution software is used by companies to determine how actions, events, or touch points during the prospecting and sales processes contribute to the success of their marketing and sales teams. Since a closed sale is often the result of a combination of several factors and conditions, which may occur in a random order, it’s very difficult to understand what made it successful. Companies use marketing attribution software to assign a value to any factor that may have a contribution to the success of a sale, based on the influence it had on the customer or prospect during the interactions with the company. Marketing attribution software is usually a hub software pulling in data from other marketing and software tools, so it commonly integrates with software solutions used by sales, marketing, or public relations departments, like CRM, marketing automation, email marketing, email tracking, demand generation, or sales analytics tools.

To qualify for inclusion in the Attribution category, a solution must:

  • Track multiple marketing and communication channels (TV, social media, phone, email, digital advertising channels, etc) and capture data on the interactions between the company and its prospects or customers
  • Use multiple attribution models like single touch attribution (when all attribution is assigned to only one event), fractional attribution (to include multiple events in the attribution, with equal or differents weights), or algorithmic attribution (which uses data science for advanced attribution criteria and models)
  • Provide dashboards and visualizations for users to understand which activities performed better and why. The analysis should be based on relevant historical data and user-defined key performance indicators
  • Integrate with software solutions used by sales, marketing, or public relations departments, like CRM, email tracking, demand generation, or sales analytics

Attribution Software Grid® Overview

The best Attribution Software products are determined by customer satisfaction (based on user reviews) and scale (based on market share, vendor size, and social impact) and placed into four categories on the Grid®:
  • Products in the Leader quadrant are rated highly by G2 Crowd users and have substantial Market Presence scores. Leaders include: Bizible, BrightFunnel, and Engagio ABM Analytics
  • High Performers are highly rated by their users, but have not yet achieved the market share and scale of the Leaders. High Performers include: LeadsRx
  • Contenders have significant Market Presence and resources, but have received below average user Satisfaction ratings or have not yet received a sufficient number of reviews to validate the solution. Contenders include: Tealium IQ Management
  • Niche solutions do not have the Market Presence of the Leaders. They may have been rated positively on customer Satisfaction, but have not yet received enough reviews to validate them. Niche products include: Full Circle Insights
G2 Crowd Grid® for Attribution
Leaders
High Performers
Contenders
Niche
Full circle insights
Bizible
Brightfunnel
Tealium iq management
Engagio abm analytics
Leadsrx
Market Presence
Satisfaction
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