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
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
6/2018 Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces Marketing Science Digital / Social Media Free
9/2015 Closing the Mobile Attribution Gap eMarketer Mobile Free
3/2009 Measuring marketing: McKinsey Global Survey Results McKinsey & Company Any Marketing Channel Free

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