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 Publication Marketing Channel Pay/Freesort descending
5/2016 Media Buyers in France See Changing Attribution Models as Risky eMarketer Any Marketing Channel Free
5/2015 Conjoint Analysis for Social Media Marketing Experimentation: Choice, Utility Estimates and Preference Ranking Managerial and Decision Economics Digital / Social Media Free
10/2012 What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Impact Performance of Marketing Mix Activities? Journal of Marketing Any Marketing Channel Free
3/2016 2015 Full Year IAB Consumer Usage Digital Trend Report Interactive Advertising Bureau Digital / Social Media, Emerging Channels, Mobile Free
7/2018 Mobile Advertising: A Framework and Research Agenda Journal of Interactive Marketing Mobile Free

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