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.
|6/2016||Using lift-testing to measure the true value of digital marketing in the cross-device world||Applied Marketing Analytics||Digital / Social Media||$|
|5/2016||Seeing the Forest for the Trees: Unified Analytics for Modern Marketing||IDG Connect||Any Marketing Channel||$|
|5/2016||Media Buyers in France See Changing Attribution Models as Risky||eMarketer||Any Marketing Channel||Free|
|4/2016||Magic Quadrant for Multichannel Campaign Management||Gartner||Digital / Social Media||$|
|4/2016||Embracing the Unique Viewer||FreeWheel||Any Marketing Channel||Free|