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.
|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|