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
9/2015 Closing the Mobile Attribution Gap eMarketer Mobile Free
7/2015 DMPs Drive Data-Driven Marketing Success eMarketer Any Marketing Channel Free
7/2015 Why Marketers Haven't Mastered Multichannel eMarketer Any Marketing Channel Free
4/2017 Study: Marketers Renew Interest in Cross-Channel Attribution eMarketer Any Marketing Channel Free
6/2015 Marketers Value Intent Data, but Struggle with Application eMarketer Digital / Social Media Free