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
7/2013 Time-weighted attribution of revenue to multiple e-commerce marketing channels in the customer journey Durham Research Online Digital / Social Media Free
7/2015 The Role of DMPs in the Era of Data-Driven Advertising Econsultancy Digital / Social Media $
9/2015 State of Marketing Attribution in Asia Pacific Econsultancy Any Marketing Channel Free
5/2016 Media Buyers in France See Changing Attribution Models as Risky eMarketer Any Marketing Channel Free
11/2015 Marketers Still Struggle with Cross-Channel Measurement eMarketer Any Marketing Channel Free

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