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.
|3/2013||Advertising Analytics 2.0||Harvard Business Review||Any Marketing Channel||Free|
|11/2012||"Owner" And "Sponsor" B2B Community Success Metrics||Forrester||Digital / Social Media||$|
|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|
|8/2012||Measuring and Fingerprinting Click-Spam in Ad Networks||Microsoft||Digital / Social Media||Free|
|8/2012||Media exposure through the funnel: A model of multi-stage attribution||Carnegie Mellon University Heinz College Research||Digital / Social Media||Free|