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.
|8/2014||The challenge of digital marketing attribution across internet devices||Applied Marketing Analytics||Digital / Social Media||Free|
|4/2017||Study: Marketers Renew Interest in Cross-Channel Attribution||eMarketer||Any Marketing Channel||Free|
|6/2015||Marketers Value Intent Data, but Struggle with Application||eMarketer||Digital / Social Media||Free|
|8/2012||Measuring and Fingerprinting Click-Spam in Ad Networks||Microsoft||Digital / Social Media||Free|
|1/2017||A Marketing Reality Check for CMOs on Revenue Attribution||Aberdeen Group||Digital / Social Media||Free|