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.
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|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||$|
|3/2015||Cross-Platform Attribution 2015: Device Identification, Big Data Pose Continued Challenges||eMarketer||Digital / Social Media, Mobile||$|
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