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.
|6/2016||An Independent Study of Media Transparency in the U.S. Advertising Industry||Association of National Advertisers||Digital / Social Media||Free|
|12/2014||The Bot Baseline: Fraud in Digital Advertising||Association of National Advertisers||Digital / Social Media||Free|
|11/2014||Estimating the incremental effects of interactions for marketing attribution||Behavior, Economic and Social Computing (BESC), 2014 International Conference||Digital / Social Media||$|
|6/2017||B2B Marketing Attribution 101||Bizable||Any Marketing Channel||Free|
|2/2017||The Updated Buyer’s Journey: Why Web Tracking Matters||Bright Funnel||Any Marketing Channel||Free|