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.
|10/2015||Social media marketing evaluation using social network comments as an indicator for identifying consumer purchasing decision effectiveness||Journal of Direct, Data and Digital Marketing Practice||Digital / Social Media||$|
|10/2015||Knowledge Holds Back Marketing Attribution in APAC||eMarketer||Digital / Social Media||Free|
|10/2015||Tracking: The Key to Digital Marketing Attribution||Franchising World||Digital / Social Media||Free|
|10/2015||Market Guide for Mobile Marketing Analytics||Gartner||Mobile||$|
|9/2015||Do display ads influence search? Attribution and dynamics in online advertising||International Journal of Research in Marketing||Digital / Social Media||$|