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.
|8/2012||Media exposure through the funnel: A model of multi-stage attribution||Carnegie Mellon University Heinz College Research||Digital / Social Media||Free|
|2/2018||The State of Marketing Attribution 2017: new research||Adroll||Any Marketing Channel||Free|
|6/2016||Executives Reveal the Potential, and Pain Points, of Marketing Attribution||eMarketer||Any Marketing Channel||Free|
|12/2014||Unsophisticated Attribution Models Hurt Retargeting||eMarketer||Digital / Social Media||Free|
|9/2015||The Print Campaign Analysis||Magazine Publishers Assn.||Digital / Social Media, Mobile, Print||Free|