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 descending Title Publication Marketing Channel Pay/Free
2/2015 2015 State of Digital Marketing State of Digital Marketing Any Marketing Channel Free
3/2015 Beyond the last touch: Attribution in online advertising University of Pennslyvania- The Wharton School Digital / Social Media Free
3/2015 From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness Marketing Letters Digital / Social Media $
3/2015 Cross-Platform Attribution 2015: Device Identification, Big Data Pose Continued Challenges eMarketer Digital / Social Media, Mobile $
3/2015 The State Of Cross-Channel Attribution Technologies 2015 The Marketing Measurement And Insights Playbook for 2016 Any Marketing Channel $