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
4/2014 Decipher The Digital Intelligence Technology Code Forrester Digital / Social Media $
2/2014 Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment Journal of Marketing Research Any Marketing Channel $
6/2011 Brand And The Impact For eBusiness Forrester Digital / Social Media $
5/2016 Seeing the Forest for the Trees: Unified Analytics for Modern Marketing IDG Connect Any Marketing Channel $
4/2016 Magic Quadrant for Multichannel Campaign Management Gartner Digital / Social Media $

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