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
11/2011 Case Study: ADT Improves Interactive Marketing Decision-Making By Using Dashboards Forrester Digital / Social Media $
11/2014 Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing Forrester Digital / Social Media $
3/2011 Branding Value Of Paid Search Forrester Digital / Social Media $
2/2009 A Framework For Multicampaign Attribution Measurement Forrester Any Marketing Channel $
4/2012 The Facebook Factor Forrester Digital / Social Media $

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