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 Publication Marketing Channel Pay/Freesort descending
11/2014 Media mix modeling - A Monte Carlo simulation study Journal of Marketing Analytics Any Marketing Channel Free
8/2016 Getting Digital right Getting Digital Right Study Digital / Social Media Free
8/2011 Measuring the Lifetime Value of Customers Acquired from Google Search Advertising Marketing Science Digital / Social Media Free
1/2017 The Blended Attribution Playbook Ad Roll Digital / Social Media Free
7/2018 Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces Marketing Science Digital / Social Media Free

Pages