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.
|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||$|
|5/2013||The Forrester Wave™: Marketing Mix Modeling, Q2 2013||Forrester||Any Marketing Channel||$|