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 Publicationsort ascending Marketing Channel Pay/Free
3/2017 The Power of A/B Testing Marketo Any Marketing Channel Free
8/2011 Measuring the Lifetime Value of Customers Acquired from Google Search Advertising Marketing Science Digital / Social Media Free
7/2018 Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces Marketing Science Digital / Social Media Free
6/2018 Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces Marketing Science Digital / Social Media Free
11/2014 Television Advertising and Online Shopping Marketing Science TV / Radio $

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