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
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 $

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