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
6/2012 Social Media Metrics That Matter Forrester Digital / Social Media $
5/2015 Intent Data Can Sharpen Your Competitive Edge Forrester Digital / Social Media Free
5/2013 The Forrester Wave™: Marketing Mix Modeling, Q2 2013 Forrester Any Marketing Channel $
3/2014 Focus On People, Processes, And Technology To Achieve Mix Optimization Mastery Forrester Any Marketing Channel $
6/2018 A Recipe For Mobile App Success Forrester Mobile, Mobile $