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
3/2011 Branding Value Of Paid Search Forrester Digital / Social Media $
11/2011 Case Study: ADT Improves Interactive Marketing Decision-Making By Using Dashboards Forrester Digital / Social Media $
9/2015 Closing the Mobile Attribution Gap eMarketer Mobile Free
9/2013 Combining Online, Print Increases Ad Effectiveness Newspaper Research Journal Digital / Social Media, Direct Mail, Print $
5/2015 Conjoint Analysis for Social Media Marketing Experimentation: Choice, Utility Estimates and Preference Ranking Managerial and Decision Economics Digital / Social Media Free

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