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

Datesort ascending Title Publication Marketing Channel Pay/Free
10/2015 Tracking: The Key to Digital Marketing Attribution Franchising World Digital / Social Media Free
10/2015 Market Guide for Mobile Marketing Analytics Gartner Mobile $
9/2015 Multi-channel attribution and its role in marketing investment Journal of Digital & Social Media Marketing Any Marketing Channel $
9/2015 Do display ads influence search? Attribution and dynamics in online advertising International Journal of Research in Marketing Digital / Social Media $
9/2015 State of Marketing Attribution in Asia Pacific Econsultancy Any Marketing Channel Free