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.
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|4/2012||Impact of ad impressions on dynamic commercial actions: value attribution in marketing campaigns||21st International Conference on World Wide Web||Any Marketing Channel||$|
|11/2011||Driving Online and Offline Sales: The Cross-Channel Effects of Digital versus Traditional Advertising||Journal of Marketing Research||Any Marketing Channel||$|
|11/2011||Case Study: ADT Improves Interactive Marketing Decision-Making By Using Dashboards||Forrester||Digital / Social Media||$|
|9/2011||Use Interactive Marketing Dashboards To Improve Decision-Making||Forrester||Digital / Social Media||$|