Use the graphic below to navigate the different sections of Attribution
Marketing attribution is assigning “credit” to each marketing channel touched by a consumer when making a purchasing decision. There are a number of approaches to attributing sales, and 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 to help you understand the twisting path a consumer takes in their decision-making process. It will help marketers make informed decisions about how to best prioritize their budgets by learning more about marketing attribution.
|3/2015||Beyond the last touch: Attribution in online advertising||University of Pennslyvania- The Wharton School||Digital / Social Media||Free|
|2/2018||The Current State of Marketing Measurement and Attribution||Bright Funnel||Any Marketing Channel||Free|
|1/2015||State of the Industry: A close look at retargeting and the programmatic marketer||AdRoll||Any Marketing Channel||Free|
|9/2015||What Can Neuroscience Tell Us About Why Print Magazine Advertising Works?||Magazine Publishers Assn.||Digital / Social Media, Direct Mail||Free|
|7/2018||Mobile Advertising: A Framework and Research Agenda||Journal of Interactive Marketing||Mobile||Free|