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.
|2/2017||The Updated Buyer’s Journey: Why Web Tracking Matters||Bright Funnel||Any Marketing Channel||Free|
|1/2017||The Blended Attribution Playbook||Ad Roll||Digital / Social Media||Free|
|1/2017||A Marketing Reality Check for CMOs on Revenue Attribution||Aberdeen Group||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||$|
|9/2016||The impact of referral channels in online customer journey||ICIS 2014||Digital / Social Media||$|