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
7/2016 Understand Attribution and Marketing Mix Modeling Gartner Any Marketing Channel $
6/2016 An Independent Study of Media Transparency in the U.S. Advertising Industry Association of National Advertisers Digital / Social Media Free
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

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