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

Date Title Publication Marketing Channel Pay/Freesort descending
3/2009 Measuring marketing: McKinsey Global Survey Results McKinsey & Company Any Marketing Channel Free
10/2015 Tracking: The Key to Digital Marketing Attribution Franchising World Digital / Social Media Free
2/2017 The Updated Buyer’s Journey: Why Web Tracking Matters Bright Funnel Any Marketing Channel Free
11/2014 Media mix modeling - A Monte Carlo simulation study Journal of Marketing Analytics Any Marketing Channel Free
9/2015 Closing the Mobile Attribution Gap eMarketer Mobile Free