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.
|11/2014||Media mix modeling - A Monte Carlo simulation study||Journal of Marketing Analytics||Any Marketing Channel||Free|
|6/2018||Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces||Marketing Science||Digital / Social Media||Free|
|9/2015||Closing the Mobile Attribution Gap||eMarketer||Mobile||Free|
|8/2011||Measuring the Lifetime Value of Customers Acquired from Google Search Advertising||Marketing Science||Digital / Social Media||Free|
|1/2017||The Blended Attribution Playbook||Ad Roll||Digital / Social Media||Free|