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

Datesort ascending Title Publication Marketing Channel Pay/Free
12/2014 Market Guide for Web Analytics for Marketing Gartner Digital / Social Media $
12/2014 Use Cross-Channel Attribution To Understand Marketing Effectiveness Forrester Any Marketing Channel $
12/2014 The Bot Baseline: Fraud in Digital Advertising Association of National Advertisers Digital / Social Media Free
12/2014 Unsophisticated Attribution Models Hurt Retargeting eMarketer Digital / Social Media Free
11/2014 Media mix modeling - A Monte Carlo simulation study Journal of Marketing Analytics Any Marketing Channel Free

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