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Procurement Market Intelligence Report

Marketing Attribution Software
Sourcing Guide & Market Trends

Comprehensive intelligence for making smart purchasing decisions

Learn about actual and potential costs

How much should I pay for Marketing Attribution Software?

What is the average price of Marketing Attribution Software?

This procurement report includes pricing information to help you purchase Marketing Attribution Software. Our analysts provide a benchmark price and a price range based on key pricing factors to help you understand what you should be paying for this specific product or service. To see the average price for this and hundreds of other products and services, subscribe to ProcurementIQ.

Has the price of Marketing Attribution Software been rising or falling?

Analysts look at market data from the previous three years to determine an overall price trend. You can use the recent price trends to help you understand price volatility and plan your budget.

I’m not ready to purchase Marketing Attribution Software yet. Will I pay more if I wait too long?

We forecast the next three years of price movements by looking at factors likely to affect the market's supply chain, such as inputs, demand and competition. You can then use the price forecast to figure out the best time to purchase.

What other costs are associated with purchasing Marketing Attribution Software?

Our analysts calculate the total cost of ownership and assign a level of low, moderate or high, depending on things like customization, integration and installation. Use this information to budget for Marketing Attribution Software with a reduced risk of unexpected costs.

See how we display average pricing information, trends and market data.

Find the vendor to meet your needs

Where can I purchase ?

The top four suppliers of marketing attribution software collectively earn less than 30.0% of market revenue, indicating a low level of market share concentration among the estimated 190 firms. Low market share concentration aids buyer power by fostering strong competition among suppliers, which pressures them to sell their software at... Subscribe to learn more.

Questions to ask potential suppliers

How can I gain leverage during negotiations?

Experience and Expertise

How long have you provided these products to your longest-tenured client?

What qualifications does your staff have and what measures do you take to keep those qualifications up to date?

What industry do you most commonly supply this product for?

To what extent will ordering multiple products from your firm allow me to save on costs?

What is your repeat business rate for businesses in my industry and how does that compare to your overall rates?

Supply Chain Risk

Over the past three years, what percentage of your revenue has been dedicated to raw input materials? How has that changed?

Has the availability of raw materials tightened due to the coronavirus outbreak?

Over the past three years, what percentage of your revenue has been dedicated to labor?

How have fluctuations in input prices affected the prices of your products during the past three years?

How do you mitigate sudden price increases in raw materials?

When input prices rise, how much of the cost is absorbed by you and how much is passed onto buyers?

How, if at all, has your supply chain been affected by import tariffs levied in 2018?


How do you manage regulatory change? Do you have regulation advisers or methods to track regulation?

How have changing regulations influenced your pricing now and how will the changes affect prices over the life our proposed agreement?

What ongoing training procedures do you provide for your staff?

Have you ever been found to be noncompliant with regulatory frameworks?

Amid widespread health concerns during the COVID-19 pandemic, what contingency plans are in place to mitigate risk to your clients and employees? Do you offer clients any flexible exceptions, such as contract suspensions?

Supplier Background

How long has your company been creating software? How many software products does your company sell?

How long has your company provided marketing attribution software?

Has your company recently acquired any competitors or have plans to acquire competitors?

How financially stable is your firm? Is it at risk of bankruptcy or acquisition from another supplier?

Which of your other products or services would best be bundled with marketing attribution software?

Are you experiencing fluctuations in demand as a result of the coronavirus outbreak? What measures are you taking to handle increased/reduced demand?

Attribution Models

What types of attribution does your software use?

What capabilities does your software contain for implementing custom attribution rules and algorithms?

How do you determine which attribution model best suits each client?

How do you evaluate the accuracy of the software's attribution models?

What types of advertising channels does your marketing attribution software track?

What are the key metrics that the software stores for each channel?

To what extent can we customize the metrics tracked by the software?

Data Sources

What are the primary data sources used in your software?

How compatible is your software with third-party data sources?

At what frequency is data funneled into the software? In real-time, or in a timed batch?

How does your software store compile data?

When tracking cookies on a website, how long do they last?

What options do users have to opt out of tracking?

Reporting Options

What default reporting options are available?

To what extent can we customize the details included in each report?

How can we access previously completed reports?

What tools do you provide to interpret the findings outlined in the software's reports?

How has your product/service helped similar buyers operate efficiently during the pandemic?

Software Updates

How frequently is the software updated?

How are software updates delivered to clients?

What types of features do you plan to include in the software in the future?

To what degree can future updates jeopardize the current functionality of the software?

To what extent is training provided for new updates and through what means?

What new products/solutions have you introduced to address issues brought on by the coronavirus pandemic?

Customer Support

How can clients communicate with your firm?

How quickly does your company respond to client queries?

What types of demonstrations and free trials do you offer?

What systems do you have in place to ensure client concerns and complaints are adequately resolved?

What level of initial training and system integration does your company provide? At what cost?

How much does additional training and support cost?

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Key elements for every RFP

What should my RFP include?

Project Budget

Buyers should state their budget for marketing attribution software and related services.

Buyers should indicate when payment will occur (e.g. in one lump sum up front upon award of the contract or in installments spread over the contract period).

Selection Criteria

Buyers should evaluate the experience of the team deploying the marketing attribution software and providing any additional services.

Buyers should make sure the provider’s action plan and deliverables meet their needs.

Buyers should evaluate providers based on the estimated costs of the marketing attribution software and additional services.

For a detailed list of key selection criteria, buyers should reference the Buying-Decision Scorecard section of this report.

Project Schedule

Buyers need to include the proposal due date and award information date.

Buyers should include any other benchmark dates relevant to the project that providers need to be aware of (e.g. new marketing campaign start date).

Evaluate major factors to mitigate risk

How risky is the supply chain?

Supply chain risk in the marketing attribution software market is low. After the development of the marketing attribution software product, there are few input costs that could adversely affect the software's utility in the case of upstream volatility. The main threat in the supply chain, which is still only moderate,... Subscribe to learn more.