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
9/2015 How to Measure Social Marketing ROI Gartner Digital / Social Media $
7/2011 How To Measure The Brand Impact Of Paid Search Forrester Digital / Social Media Free
4/2012 Impact of ad impressions on dynamic commercial actions: value attribution in marketing campaigns 21st International Conference on World Wide Web Any Marketing Channel $
5/2015 Intent Data Can Sharpen Your Competitive Edge Forrester Digital / Social Media Free
10/2015 Knowledge Holds Back Marketing Attribution in APAC eMarketer Digital / Social Media Free