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

Datesort ascending Title Publication Marketing Channel Pay/Free
5/2016 Media Buyers in France See Changing Attribution Models as Risky eMarketer Any Marketing Channel Free
4/2016 Embracing the Unique Viewer FreeWheel Any Marketing Channel Free
4/2016 Magic Quadrant for Multichannel Campaign Management Gartner Digital / Social Media $
3/2016 Use the Hierarchy of Digital Commerce Marketing Metrics to Balance Business Results Gartner Digital / Social Media $
3/2016 2015 Full Year IAB Consumer Usage Digital Trend Report Interactive Advertising Bureau Digital / Social Media, Emerging Channels, Mobile Free