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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.

Attribution Research

Datesort ascending Title Publication Marketing Channel Pay/Free
8/2011 Measuring the Lifetime Value of Customers Acquired from Google Search Advertising Marketing Science Digital / Social Media Free
7/2011 How To Measure The Brand Impact Of Paid Search Forrester Digital / Social Media Free
7/2011 The Five Ways Interactive Marketers Should Use Social Data Forrester Digital / Social Media $
6/2011 Brand And The Impact For eBusiness Forrester Digital / Social Media $
3/2011 Branding Value Of Paid Search Forrester Digital / Social Media $

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