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
3/2013 Advertising Analytics 2.0 Harvard Business Review Any Marketing Channel Free
4/2013 How to Evaluate Providers for Attribution Modeling Gartner Any Marketing Channel $
4/2013 Determine The Best Attribution Provider Based On Long-Term Measurement Needs Forrester Any Marketing Channel $
5/2013 The Impact of Ad Tech on Digital Marketing Operations Gartner Digital / Social Media $
5/2013 The Forrester Wave™: Marketing Mix Modeling, Q2 2013 Forrester Any Marketing Channel $