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
10/2014 Mapping the Customer Journey: A Graph-Based Framework for Online Attribution Modeling Social Science Research Network Digital / Social Media Free
11/2014 Media mix modeling - A Monte Carlo simulation study Journal of Marketing Analytics Any Marketing Channel Free
11/2014 Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing Forrester Digital / Social Media $
11/2014 Estimating the incremental effects of interactions for marketing attribution Behavior, Economic and Social Computing (BESC), 2014 International Conference Digital / Social Media $
11/2014 Television Advertising and Online Shopping Marketing Science TV / Radio $