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
3/2015 Cross-Platform Attribution 2015: Device Identification, Big Data Pose Continued Challenges eMarketer Digital / Social Media, Mobile $
6/2016 Customer-centricity and marketing attribution: Here is why it matters and how to get started Applied Marketing Analytics Any Marketing Channel $
4/2014 Decipher The Digital Intelligence Technology Code Forrester Digital / Social Media $
4/2013 Determine The Best Attribution Provider Based On Long-Term Measurement Needs Forrester Any Marketing Channel $
7/2015 DMPs Drive Data-Driven Marketing Success eMarketer Any Marketing Channel Free

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