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.
|1/2017||A Marketing Reality Check for CMOs on Revenue Attribution||Aberdeen Group||Digital / Social Media||Free|
|9/2016||The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework||International Journal of Research in Marketing||Any Marketing Channel||$|
|9/2016||The impact of referral channels in online customer journey||ICIS 2014||Digital / Social Media||$|
|8/2016||Getting Digital right||Getting Digital Right Study||Digital / Social Media||Free|
|8/2016||Vendor Landscape: Marketing Measurement And Optimization Solutions||The Marketing Measurement And Insights Playbook for 2016||Any Marketing Channel||$|