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
10/2014 Mapping the Customer Journey: A Graph-Based Framework for Online Attribution Modeling Social Science Research Network Digital / Social Media Free
8/2014 The challenge of digital marketing attribution across internet devices Applied Marketing Analytics Digital / Social Media Free
7/2014 Market Guide for Advanced Marketing Analytics Platforms Gartner Digital / Social Media $
4/2014 Decipher The Digital Intelligence Technology Code Forrester Digital / Social Media $
4/2014 Path to Purchase: A Mutually Exciting Point Process Model for Online Advertising and Conversion Management Science Digital / Social Media $