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.
|6/2016||An Independent Study of Media Transparency in the U.S. Advertising Industry||Association of National Advertisers||Digital / Social Media||Free|
|6/2016||Customer-centricity and marketing attribution: Here is why it matters and how to get started||Applied Marketing Analytics||Any Marketing Channel||$|
|6/2016||Using lift-testing to measure the true value of digital marketing in the cross-device world||Applied Marketing Analytics||Digital / Social Media||$|
|6/2016||Executives Reveal the Potential, and Pain Points, of Marketing Attribution||eMarketer||Any Marketing Channel||Free|
|5/2016||Seeing the Forest for the Trees: Unified Analytics for Modern Marketing||IDG Connect||Any Marketing Channel||$|