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.
|10/2017||The Definitive Guide to Multi-Touch Revenue Attribution||Bright Funnel||Any Marketing Channel||Free|
|2/2018||The Current State of Marketing Measurement and Attribution||Bright Funnel||Any Marketing Channel||Free|
|2/2018||The State of Marketing Attribution 2017: new research||Adroll||Any Marketing Channel||Free|
|6/2018||Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces||Marketing Science||Digital / Social Media||Free|
|6/2018||Mobile Advertising: A Framework and Research Agenda||Journal of Interactive Marketing||Mobile||Free|