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
7/2015 Why Marketers Haven't Mastered Multichannel eMarketer Any Marketing Channel Free
8/2012 Measuring and Fingerprinting Click-Spam in Ad Networks Microsoft Digital / Social Media Free
1/2017 A Marketing Reality Check for CMOs on Revenue Attribution Aberdeen Group Digital / Social Media Free
6/2015 Marketers Value Intent Data, but Struggle with Application eMarketer Digital / Social Media Free
1/2015 Quantifying Online Advertising Fraud: Ad-Click Bots vs Humans Oxford BioChronometrics SA Digital / Social Media Free