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.
|7/2013||Time-weighted attribution of revenue to multiple e-commerce marketing channels in the customer journey||Durham Research Online||Digital / Social Media||Free|
|9/2013||Combining Online, Print Increases Ad Effectiveness||Newspaper Research Journal||Digital / Social Media, Direct Mail, Print||$|
|10/2013||Social Media Metrics — A Framework and Guidelines for Managing Social Media||Journal of Interactive Marketing||Digital / Social Media||$|
|11/2013||Perspectives on Big Data||Journal of Marketing Analytics||Any Marketing Channel||$|
|2/2014||Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment||Journal of Marketing Research||Any Marketing Channel||$|