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.
|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|