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 Titlesort descending Publication Marketing Channel Pay/Free
1/2017 A Marketing Reality Check for CMOs on Revenue Attribution Aberdeen Group Digital / Social Media Free
6/2018 A Recipe For Mobile App Success Forrester Mobile, Mobile $
3/2013 Advertising Analytics 2.0 Harvard Business Review Any Marketing Channel Free
6/2016 An Independent Study of Media Transparency in the U.S. Advertising Industry Association of National Advertisers Digital / Social Media Free
5/2015 Are Marketers Measuring Their Business Value? eMarketer Any Marketing Channel Free