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 Titlesort descending Publication Marketing Channel Pay/Free
2/2014 Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment Journal of Marketing Research Any Marketing Channel $
8/2016 Attribution Is Becoming More of a Priority for Marketers eMarketer Any Marketing Channel Free
6/2017 B2B Marketing Attribution 101 Bizable Any Marketing Channel Free
3/2015 Beyond the last touch: Attribution in online advertising University of Pennslyvania- The Wharton School Digital / Social Media Free
6/2011 Brand And The Impact For eBusiness Forrester Digital / Social Media $

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