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
3/2017 The Power of A/B Testing Marketo Any Marketing Channel Free
6/2016 An Independent Study of Media Transparency in the U.S. Advertising Industry Association of National Advertisers Digital / Social Media Free
8/2014 The challenge of digital marketing attribution across internet devices Applied Marketing Analytics Digital / Social Media Free
4/2017 Study: Marketers Renew Interest in Cross-Channel Attribution eMarketer Any Marketing Channel Free
7/2015 Why Marketers Haven't Mastered Multichannel eMarketer Any Marketing Channel Free

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