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 Publicationsort ascending Marketing Channel Pay/Free
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 $

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