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 Publicationsort descending Marketing Channel Pay/Free
4/2012 Impact of ad impressions on dynamic commercial actions: value attribution in marketing campaigns 21st International Conference on World Wide Web Any Marketing Channel $
1/2017 A Marketing Reality Check for CMOs on Revenue Attribution Aberdeen Group Digital / Social Media Free
1/2017 The Blended Attribution Playbook Ad Roll Digital / Social Media Free
3/2017 The State of Performance Marketing 2017 Ad Roll Digital / Social Media Free
4/2017 The Past, Present, and Future of Attribution Ad Roll Any Marketing Channel Free