Marketing Attribution technology presently on offer requires a substantial services component and remains less packaged than other MarTech platforms, according to new vendor evaluation research released today by independent analyst firm, Real Story Group (RSG).

RSGs research examines solutions from nine major vendors against five key business objectives, and finds that nearly all platforms rely on custom report processing and algorithms, making the solutions significantly less packaged and  more bespoke than enterprise licensees tend to assume. Consequently, many enterprises endure reporting delays and must invest in "post-processing" initial findings using internal analytics expertise. 

"Whether employing an outside vendor or not, there's no alternative to building up in-house expertise if attribution is important to your success," argues RSG founder, Tony Byrne.

Done right, marketing attribution can enable an enterprise to optimize digital advertising and marketing spend.  Several RSG subscribers have deployed these platforms to improve marketing outcomes in both B2B and B2C segments.  However, it remains critical to match the right vendor with your needs, since suppliers focus on different business use cases.