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
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

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