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

Date Title Publication Marketing Channel Pay/Freesort descending
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

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