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 descending Title Publication Marketing Channel Pay/Free
6/2012 Social Media Metrics That Matter Forrester Digital / Social Media $
8/2012 Measuring and Fingerprinting Click-Spam in Ad Networks Microsoft Digital / Social Media Free
8/2012 Media exposure through the funnel: A model of multi-stage attribution Carnegie Mellon University Heinz College Research Digital / Social Media Free
10/2012 What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Impact Performance of Marketing Mix Activities? Journal of Marketing Any Marketing Channel Free
11/2012 "Owner" And "Sponsor" B2B Community Success Metrics Forrester Digital / Social Media $

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