Marketing attribution is assigning credit to each marketing channel touched by a consumer when making a purchasing decision. In today’s multi-channel environment, precisely attributing the source of a lead or purchase has never been more complicated. Yet, future campaign strategies and spend, hinge on determining the value of each marketing touchpoint. This page includes research about understanding the twisting path a consumer takes in their decision-making process will help marketers make informed decisions about how to best prioritize their budgets by learning about marketing attribution.

Attribution Research

Datesort ascending Title Publication Marketing Channel Pay/Free
6/2017 B2B Marketing Attribution 101 Bizable Any Marketing Channel Free
5/2017 Multichannel Attribution in 2017 eMarketer Any Marketing Channel Free
4/2017 The Past, Present, and Future of Attribution Ad Roll Any Marketing Channel Free
4/2017 Study: Marketers Renew Interest in Cross-Channel Attribution eMarketer Any Marketing Channel Free
3/2017 The State of Performance Marketing 2017 Ad Roll Digital / Social Media Free
3/2017 The Power of A/B Testing Marketo Any Marketing Channel Free
2/2017 The Updated Buyer’s Journey: Why Web Tracking Matters Bright Funnel Any Marketing Channel Free
1/2017 A Marketing Reality Check for CMOs on Revenue Attribution Aberdeen Group Digital / Social Media Free
1/2017 The Blended Attribution Playbook Ad Roll Digital / Social Media Free
9/2016 The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework International Journal of Research in Marketing Any Marketing Channel $
9/2016 The impact of referral channels in online customer journey ICIS 2014 Digital / Social Media $
8/2016 Attribution Is Becoming More of a Priority for Marketers eMarketer Any Marketing Channel Free
8/2016 Getting Digital right Getting Digital Right Study Digital / Social Media Free
8/2016 Vendor Landscape: Marketing Measurement And Optimization Solutions The Marketing Measurement And Insights Playbook for 2016 Any Marketing Channel $
7/2016 Understand Attribution and Marketing Mix Modeling Gartner Any Marketing Channel $
6/2016 Customer-centricity and marketing attribution: Here is why it matters and how to get started Applied Marketing Analytics Any Marketing Channel $
6/2016 Using lift-testing to measure the true value of digital marketing in the cross-device world Applied Marketing Analytics Digital / Social Media $
6/2016 Executives Reveal the Potential, and Pain Points, of Marketing Attribution eMarketer Any Marketing Channel Free
6/2016 An Independent Study of Media Transparency in the U.S. Advertising Industry Association of National Advertisers Digital / Social Media Free
5/2016 Seeing the Forest for the Trees: Unified Analytics for Modern Marketing IDG Connect Any Marketing Channel $
5/2016 Media Buyers in France See Changing Attribution Models as Risky eMarketer Any Marketing Channel Free
4/2016 Embracing the Unique Viewer FreeWheel Any Marketing Channel Free
4/2016 Magic Quadrant for Multichannel Campaign Management Gartner Digital / Social Media $
3/2016 Strategic Approach in Social Media Marketing and a Study on Successful Facebook Cases European Scientific Journal Any Marketing Channel Free
3/2016 Use the Hierarchy of Digital Commerce Marketing Metrics to Balance Business Results Gartner Digital / Social Media $