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 Publicationsort descending Marketing Channel Pay/Free
10/2017 The Definitive Guide to Multi-Touch Revenue Attribution Bright Funnel Any Marketing Channel Free
8/2012 Media exposure through the funnel: A model of multi-stage attribution Carnegie Mellon University Heinz College Research Digital / Social Media Free
2/2015 The Value of a Digital Ad ComScore Digital / Social Media Free
7/2013 Time-weighted attribution of revenue to multiple e-commerce marketing channels in the customer journey Durham Research Online Digital / Social Media Free
7/2015 The Role of DMPs in the Era of Data-Driven Advertising Econsultancy Digital / Social Media $

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