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.
|5/2015||Conjoint Analysis for Social Media Marketing Experimentation: Choice, Utility Estimates and Preference Ranking||Managerial and Decision Economics||Digital / Social Media||Free|
|4/2014||Path to Purchase: A Mutually Exciting Point Process Model for Online Advertising and Conversion||Management Science||Digital / Social Media||$|
|9/2015||The Print Campaign Analysis||Magazine Publishers Assn.||Digital / Social Media, Mobile, Print||Free|
|9/2015||What Can Neuroscience Tell Us About Why Print Magazine Advertising Works?||Magazine Publishers Assn.||Digital / Social Media, Direct Mail||Free|
|2/2014||Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment||Journal of Marketing Research||Any Marketing Channel||$|